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In late March, Swedish fast fashion giant H&M announced it would be creating artificial intelligence-generated “digital twins” of models to be used in marketing campaigns. The models will own the rights to their own AI image, which can also be used by brands not associated with H&M. “We are curious to explore how to showcase our fashion in new creative ways — and embrace the benefits of new technology — while staying true to our commitment to personal style,” says Jörgen Andersson, chief creative officer at H&M. The announcement was met with backlash, echoing the response to Levi’s 2023 statement that it would use AI to “supplement” human models. People are clearly uncomfortable with the idea of AI models, often citing concerns around job displacement, creative authenticity and consent. But the fashion industry is drawn by the promises of speed, cost-efficiency and limitless customisation. Mango followed Levi’s lead with a fully AI-generated campaign for its youth line last July, while Coach, Estée Lauder, Hugo Boss, Moncler and Revolve have each begun experimenting with the technology. H&M’s move signals AI’s growing role in high-profile campaigns — and its creeping normalisation.Cute Snoopy And Charlie Brown Milwaukee Brewers Baseball Forever Not Just When We Win Shirt
Many saw the news, coupled with the release of OpenAI’s sophisticated new image generator that allows any photo to be redone in the style of (among others) Japanese filmmaker Hayao Miyazaki and his famed Studio Ghibli, as a watershed moment. The tool revealed just how rapidly and convincingly AI can mimic highly stylised, recognisable aesthetics, making it easy to imagine a future where entire fashion campaigns, lookbooks, or brand worlds can be conjured without a single photoshoot. It raised urgent questions about creative ownership, authenticity and what role human artistry will play in an industry increasingly shaped by synthetic visuals. AI can already produce hyperrealistic models, often trained on imagery of real fashion models — frequently without consent. This is one of the core ethical flashpoints: AI tools often scrape public imagery without input or consent, detaching models from their own likeness and labour.
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