The fashion world’s ongoing experiment with artificial intelligence has taken a provocative new turn, igniting public debate after Vogue featured a Guess advertisement starring an AI-generated model. The campaign, which appears in the August 2025 issue of the iconic magazine, has triggered a wave of online criticism, as concerns over creativity, labor, and unrealistic beauty standards mount.
The ad, spanning two pages, presents a poised, blonde model in high-fashion looks—a powder-blue floral romper and a black-and-white chevron dress, accessorized with a matching handbag. While the visuals echo classic editorial polish, a subtle line at the bottom reveals a striking detail: “Produced by Seraphinne Vallora on AI.” The model, it turns out, does not exist.
The campaign was developed by Seraphinne Vallora, an AI-focused creative studio founded by Valentina Gonzalez and Andreea Petrescu. Their mission, they say, is to make high-fashion visuals more accessible through AI-powered design tools. But what began as an artistic innovation has become a cultural flashpoint.
The backlash erupted after TikTok user @lala4an shared a video exposing the Vogue spread, which has since garnered over two million views. Thousands of users expressed disappointment, accusing Guess and Vogue of sidelining real models in favor of digital ideals that are unattainable—and potentially harmful.
One commenter wrote, “Beauty standards are already insane. Now girls are going to compare themselves to people who aren’t even real.” YouTuber Isabel Brown also weighed in, noting that “no actual human being has body proportions like this… It’s just not realistic.”
As of now, neither Vogue nor Guess has commented publicly. Guess has not posted the ad on its social media platforms, but that hasn't stopped frustrated users from voicing criticism on unrelated posts.
In contrast, Seraphinne Vallora responded directly on Instagram, defending its work and creative philosophy. “Why can’t engineers, designers, coders, and artists create beauty too?” the studio posted. “These images may be AI-driven, but they are made by humans—by creatives.”
In an interview with BuzzFeed, co-founder Petrescu explained that the project originated as a low-budget promotional effort for their own jewelry line. Its unexpected success led to collaborations with major brands, including Guess. “Paul Marciano is fearless,” she noted. “He liked what we were doing and said, ‘I want it.’”
The duo emphasize that their process involves mood boards, styling direction, and occasionally working with real photographers for pose inspiration. Far from simple AI prompting, they describe their campaigns as thoughtfully curated and labor-intensive.
Still, the tension between fantasy and authenticity is hard to ignore. Petrescu admits some viewers may not realize the Guess model is digital. “We do disclose it,” she said. “And the brands disclose it too.”
Seraphinne Vallora’s Instagram, which boasts over 220,000 followers, features hyper-stylized women with idealized features: flawless skin, full lips, and symmetrical faces. When asked why the feed lacks diversity, Gonzalez replied candidly: “It’s not us—it’s the public. If they loved diversity, we’d post more of it.”
Critics argue that AI-generated beauty intensifies long-standing problems in fashion, from lack of inclusivity to impossible ideals. Gonzalez disagrees. “We’re not creating a new standard. That standard has always been there.”
Guess is not the only brand exploring digital modeling. Earlier this year, H&M announced plans to develop digital clones of real models, pledging to do so “in a responsible way.” Meanwhile, Seraphinne Vallora is pioneering AI-generated “twins” for real-life talent, enabling models to appear in multiple campaigns at once.
As AI continues to weave itself into the fabric of fashion, the industry faces a critical question: is it pushing creative boundaries—or erasing the human face of beauty altogether?
