The latest face of fashion might not have a pulse—but she’ll still pose for the camera. H&M is pushing the boundaries of advertising by stepping into the world of AI-powered fashion, digitally cloning human models for its upcoming campaigns. The Swedish fashion giant has confirmed that it is collaborating with 30 real-world models to create “digital twins,” high-resolution avatars that could feature in everything from social media posts to full-scale marketing initiatives.
To bring these digital replicas to life, models are photographed extensively from multiple angles and under various lighting conditions. AI tools are then used to process these images and generate lifelike avatars that can replicate the poses, styles, and expressions of their real-life counterparts. The virtual models are fully computer-generated, enabling them to be dressed and styled entirely by software, which streamlines the production process and potentially reduces the need for in-person photo shoots.
While this approach promises cost-effective and efficient production, it raises significant questions about the future of human labor in the fashion industry. Traditional roles, such as those of photographers, stylists, makeup artists, and set designers, could be rendered obsolete as brands move toward AI-generated content. Additionally, the models themselves retain ownership of their digital doubles, and they are permitted to license them out, even to H&M's competitors. This shift is presented as a way to empower models, offering them more control over their image while opening up new opportunities for content creation.
However, as the fashion industry delves deeper into AI avatars, concerns are growing over the impact on human labor and artistic integrity. Louise Lundquist, H&M's business development manager, acknowledged that while the shift in how content is produced is inevitable, the long-term consequences are still unclear. Critics, such as Sara Ziff, head of the Model Alliance, have voiced ethical concerns. Ziff emphasized that while models may stand to gain from licensing their digital replicas, the broader creative community could suffer as brands opt for AI over human workers. She also raised alarms about the potential for image manipulation and the risk of consent issues in an industry already criticized for its heavy reliance on retouching.
As H&M and other fashion giants explore the possibilities of AI in advertising, the future of the modeling profession and creative roles in the industry remains uncertain, with ethical challenges and labor implications becoming key points of contention.
