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Women’s bodies have gone from needing extreme photoshopping to be considered attractive in magazines, catalogs, and any other medium, to not being acceptable at all. H&M has admitted that the bodies of most of the models featured on its website are computer-generated and “completely virtual.” Don’t worry–the heads are real, when they remember to include them.

As Jezebel points out in their story, what’s next? Pretty soon women’s faces won’t be considered attractive enough. There’s already plenty of digital alteration to make women’s cheek bones higher, or their nose thinner, or their eyes further apart, why not just create virtual faces we all can aspire to have and never achieve, too. Although H&M has exposed it’s dirty little digitally altered secret, I don’t consider this truth in advertising. If you want to sell women clothing online—especially a bathing suit—we should at least be able to see what it looks like on a real body.  I’m even curious how the models must feel when they see even their bodies aren’t deemed good enough to sell the company’s clothes. Is there any wonder why women struggle so much with self esteem?

Do you think H&M has gone too far by using computer-generated bodies for models? Is this a sign that advertising trends will continue to lean towards more photoshopping rather than less, despite the push-back from consumers? Does this make you not want to buy H&M’s clothes?

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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