SWEDISH CLOTHING chain H&M has defended using computer-generated images of models’ bodies on its website.

The digitally-developed images carry the real face of a human model, but are built by digitally altering mannequins posed in H&M clothing.

A spokesperson for the retailer told The Local that the system is “not new” and is being used in conjunction with still life images of real life models in its Shop Online campaign.

However, the spokesperson added H&M “will continue to use real life models” for all of its other campaigns.

The company told Aftonbladet that the use of digital images is used to allow the company to show more garments on its website and view them from different angles.

The newspaper reported yesterday that the company said the digital images were not used in a pursuit for the ‘perfect’ body and that the practice is used for all kinds of its clothing for both women and men in order to not distract consumers from the clothing.

H&M recently launched limited edition lines designed by big fashion names Versace and Matthew Williamson.