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Calling all fashion models … now AI is coming for you

Mar 30, 2025 - theguardian.com
H&M has announced plans to create AI "twins" of 30 models for use in social media and marketing, provided the models consent. This move is part of a broader trend where AI is increasingly being used in the fashion industry, similar to its impact on Hollywood and publishing. While H&M claims this will enhance creativity without altering their human-centric approach, the initiative has sparked concerns about potential job losses and exploitation among models and other fashion industry workers. Critics, including unions and model advocates, worry about fair compensation and the broader implications for the industry, with some fearing it could lead to significant job displacement, especially for models involved in e-commerce shoots.

The use of AI in fashion is not new, with companies like Levis and Hugo Boss also experimenting with the technology. While AI offers cost-saving benefits and the potential for more diverse representation, it raises ethical and regulatory questions. The Model Alliance's Fashion Workers’ Act, coming into effect in June, and the EU's AI Act, set for 2026, aim to address these concerns by requiring consent and labeling AI-generated images. Despite the potential benefits, many in the industry, including casting agents and former editors, remain skeptical about AI's ability to replicate the unique qualities that human models bring to fashion imagery.

Key takeaways:

  • H&M plans to use AI "twins" of models for marketing, sparking industry concerns about job loss and ethical implications.
  • Models will be compensated for the use of their AI likeness, but questions about fair compensation and regulation remain.
  • The introduction of AI in fashion mirrors concerns seen in Hollywood, with fears of significant impacts on various creative industry roles.
  • While AI offers cost-saving and diversity benefits, critics argue it may erode human work and creativity in the fashion industry.
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