Photoshopped Modesty

Internationally acclaimed model Gisele Bundchen’s new advertisement for high street fashion H&M may not be half as racy as some of the other ones these days — Eva Mendes’ underwear campaign for Calvin Klein for instance — but it was considered “too much” for Dubai. A series of pictures the Brazilian supermodel shot for H&M have been allegedly Photoshopped to the conservative market of the Middle East. Her arms and cleavage which were bare in the original photos now are “covered”. A white tank has been photoshopped onto her exposed cleavage in one picture where she wears a flower-print jumpsuit,while in another picture,where she wears a ruffled top,sleeves have been digitally added to cover up her arms. These digitally handled pictures are aimed just for H&M’s Middle East campaign and are unavailable for documentary use even in the Indian market.

So far there has been no official statement from the brand. But you can copywrite one yourself. Call it Modesty Management.