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“We can easily create digital models of any type, any ethnicity, any body type — anything you want,” says Cyril Foiret, founder of Maison Meta, a generative AI agency that has worked with the likes of H&M, Mango and Revolve. “In many ways, the biggest problem I have with what’s happening and the kind of pathway to augmentation and automation is that fashion models’ images were already used to train these AI models without their consent,” says model and futurist Sinead Bovell, who predicted in 2020 that AI would eventually replace models’ jobs. “That has already taken away a lot of power from fashion models. This technology is built on an entire chain of exploitation of modelling and of the industry.”Cute Snoopy And Charlie Brown Miami Marlins Baseball Forever Not Just When We Win Shirt
Bovell says AI’s infiltration into the fashion industry is happening faster than initially predicted. “In e-commerce, we’re maybe 95 per cent there in the sense that the public likely can’t tell if it’s a human or AI model. In high fashion and editorial, there’s still a way to go — those shoots rely on emotional storytelling from real models,” she says. But in time, with a good creative director, perhaps, who can refine the prompts, they likely will eventually get an AI-generated fashion model to at least convey some emotional cues that could resonate with the average viewer, or with the average person that’s flipping through a magazine or scrolling online.” If that happens, the implications are profound: modelling could become less about physical presence and performance, and more about licensing one’s image. It opens up new strategies for brands — faster content creation, global scalability and reduced production costs. But for models and creatives, it raises existential concerns about job security and what it means to be ‘cast’ in a campaign when your likeness can be generated with a prompt.
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