H&M No Longer Photoshops Swimsuit Models

As more and more consumers seek out brands that promote social responsibility, more and more companies are attempting to make a commitment toward body positivity. H & M has recently joined in by being the next in line among many brands to discontinue the practice of photoshopping their swimsuit models.

Now, in the Swedish retailer’s swimwear campaigns, models will be proudly displaying tattoos, arm hair, scars, blemishes, stretch marks etc. This comes after an onslaught of other brands have set out on similar initiatives, such as ASOS, Boohoo, Misguided, and even H & M’s sister brand Monki.

The non-photoshopped pictures can currently be viewed on H & M’s website. It is notable that this seems like a big gesture for H & M after previous controversies; such as many customers taking issue with their sizing as well as having computer-generated bodies model their swimwear in 2011.

People of social media have been praising the brand:

https://twitter.com/rollo_julia/status/1022416908350566400?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1022416908350566400&ref_url=https%3A%2F%2Fwww.refinery29.com%2F2018%2F07%2F205674%2Fhm-airbrushing-bikini-models

However, there are also those who say that the brand has a long way to go:

https://twitter.com/sbarton28/status/1022435114016534528?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1022435114016534528&ref_url=https%3A%2F%2Fwww.refinery29.com%2F2018%2F07%2F205674%2Fhm-airbrushing-bikini-models

https://twitter.com/kathrynblack07/status/1022396127814078464?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1022396127814078464&ref_url=https%3A%2F%2Fwww.refinery29.com%2F2018%2F07%2F205674%2Fhm-airbrushing-bikini-models

This being said, while this new decision by H & M is certainly a positive step. The company, of course, has a lot more to do if it wishes to truly be inclusive. However, with so much buzz going on about this recent move, it may be an opportune time to voice one’s own opinions.

1 Comment
    • Corrada Spatola
    • July 29, 2018
    • Reply

    Good to hear!

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