Brazilian supermodel Gisele Bundchen has found herself being digitally altered for her latest ad campaign in the Middle East - because she’s showing too much skin.
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The 30-year-old model appears in H&M’s Summer 2011 ad campaign showcasing a series of new collection pieces, including a strappy ruffled top and a halterneck jumpsuit.
But despite barely exposing any skin, the photos have been deemed too risqué for Middle Eastern consumers, with vest tops and t-shirts digitally added to the original images.
The changes were first noticed on fashion website La Moda Dubai, where readers commented on the differences between the Western and Middle Eastern campaigns.
The site stated: “Perhaps some changes were made to better align the campaign with the sensibilities of the GCC (Gulf Cooperation Council, which includes Oman, Kuwait, Bahrain, UAE, Qatar, and Saudi Arabia) market.”
Last year in Saudi Arabia, Mariah Carey’s album covers were also Photoshopped to make them more modest.
It is generally considered polite to wear more modest clothing in Middle Eastern society, like the Abaya - a long dress.
It is thought that the shots were digitally altered to better adhere to this etiquette, hiding the exposed skin so as not to alienate customers.