Fashion’s New Face: The Rise of AI Models

In a groundbreaking move, fashion retailer H&M has announced plans to create digital “twins” of 30 models using artificial intelligence (AI). These AI-generated replicas will feature in select social media posts and marketing campaigns, provided the models consent to their use. Jörgen Andersson, H&M’s chief creative officer, emphasized the company’s intent to explore innovative ways to showcase fashion while maintaining a commitment to personal style. ​

Industry Reactions and Concerns

While H&M assures that this initiative will not alter its “human-centric approach,” some industry professionals express apprehension. American influencer Morgan Riddle labeled the move “shameful,” voicing concerns about potential job reductions for models, photographers, and makeup artists. Conversely, models involved in the project retain rights over their digital likenesses and can license them to other brands, potentially opening new revenue streams. More here.

Global Adoption of AI in Fashion Marketing

H&M’s initiative aligns with a broader trend of integrating AI in fashion advertising:​

• Mango: The Spanish retailer utilized AI-generated models in its July 2024 campaigns, contributing to record revenues. Mango plans to further incorporate AI in future campaigns and collections. ​New York Post
• Levi Strauss & Co.: In 2023, Levi’s announced trials of AI-generated model images to increase diversity in their marketing materials, clarifying that live photoshoots would continue alongside AI initiatives. ​
• Nike and Louis Vuitton: These brands have experimented with AI-generated designs and marketing campaigns to enhance creativity and engage consumers in novel ways. ​Digital Agency Network

Balancing Innovation with Ethical Considerations

The adoption of AI in fashion marketing offers benefits such as cost efficiency and rapid content creation. However, it also raises ethical questions regarding job displacement and the authenticity of advertising content. As brands navigate this landscape, transparency and collaboration with creative professionals remain crucial to balance technological innovation with respect for human artistry.​

Conclusion

H&M’s venture into AI-generated models marks a significant shift in fashion advertising, reflecting a broader industry trend. As AI technology evolves, the fashion world must thoughtfully integrate these tools, ensuring that innovation enhances rather than diminishes the human elements that define the industry.​

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