The world of fashion is no stranger to digital innovation, but H&M’s latest move has sparked a conversation that could redefine the industry as we know it. The fast-fashion giant recently introduced AI-generated models, digital twins created with the consent of real-life models, to showcase its collections across e-commerce and social media. While these futuristic clones promise efficiency and inclusivity, they also raise pressing questions: Will AI replace human models? What does this mean for the future of fashion? And should we, as consumers, care?
A Glimpse into the Future: AI Meets Fast Fashion
H&M’s initiative, which involves the creation of 30 AI models in collaboration with real-world talent, aims to streamline the production of fashion campaigns while offering brands more flexibility. These AI-generated models retain the rights to their digital likenesses, meaning they can “work” with multiple brands and projects — a new concept in the modeling world.
This isn’t the first time AI has entered fashion’s domain. In recent years, luxury brands like Balmain and Prada have experimented with digital influencers and CGI models, but H&M is taking it a step further by integrating AI directly into its commercial marketing strategies. The question remains: Is this a bold step toward the future, or a cost-cutting measure at the expense of real people?
What This Means for Real Models
One of the biggest concerns surrounding AI models is job displacement. If brands can generate digital models that don’t need makeup artists, hairstylists, or photographers, what happens to the people who built careers around these roles? Sara Ziff, founder of the Model Alliance, has been vocal about the potential risks, stating that AI models could significantly reduce opportunities for human talent across the industry.
Supermodels have yet to weigh in, but history suggests that fashion thrives on real human connection. The allure of Naomi Campbell strutting down a Versace runway or Bella Hadid’s viral spray-on Coperni dress is something AI, no matter how advanced, may never fully replicate.
Shopping with AI: A More Personalized Experience?
Beyond the ethical debate, AI models could revolutionize the shopping experience. If developed correctly, AI-generated avatars could help customers see how clothing looks on different body types, skin tones, and even in motion. This technology has the potential to improve inclusivity and make online shopping more interactive. But will consumers feel the same emotional connection to an AI model as they do with their favourite fashion icons?
What’s Next: A Fashion Industry at a Crossroads
As AI models become more prevalent, the industry faces a pivotal moment. Will brands prioritize authenticity and human creativity, or will they lean into a fully digitized future? The answer may lie somewhere in between — a hybrid world where AI enhances fashion without replacing the irreplaceable.
For now, the conversation is just getting started. And if history has taught us anything, fashion always finds a way to evolve — whether it’s on the runway or in the metaverse.
This story first appeared on GRAZIA USA.
READ MORE
H&M Taps Tyla, FKA twigs, And More For Their Spring/Summer 2025 Campaign
5 Samsung Galaxy AI Features You Can’t Do Without
Face, Detected: Is Artificial Intelligence (AI) A Threat to Fashion Models?