Very interesting developments on the role of digital in retail…

The models fronting H&M’s new holiday lingerie campaign are unreal, literally.Jezebel translated an article from Swedish newspaper Aftonbladet in which H&M press officer Håcan Andersson confirms that their new lingerie-clad bodies are “completely virtual.” For H&M’s website or catalogues, much of the store’s clothing is now shot on mannequins, which are then humanized via photo-editing software — which explains the eerily uniform pose now increasingly commonplace online.

Via nymag