tHis AI influence has been felt throughout the industry, from Hollywood to publishing, but now it’s venturing into modeling. H&M announced that it had permission from a model last week to create 30 AI “twins” for use in social media posts and marketing images.
Jorgen Anderson, chief creative officer at H&M, described the idea as a way to enhance creative processes and marketing without changing the human-centric approach. The retail giant has collaborated with successful models like Vilma Sjöberg and Mathilda Gvarliani, known for working with brands such as Vogue and Chanel, allowing each model to reserve twins for other brand projects.
The news was met with concern by the wider industry, reflecting similar worries in Hollywood in 2023 when AI was used in film and television productions. This isn’t the first time a major fashion company has explored AI models, as Levis and Hugo Boss have also delved into this technology.
Bectu, a union representing the creative industry, expressed concerns about the impact of AI on other fashion creatives and industry workers. Model advocates like Sara Ziff raised questions about fair compensation for digital twins, emphasizing the need for regulation.
The Model Alliance Fashion Workers Act, set to become law in June, will require consent from models for AI use in collaboration with state-based agencies. The EU will also introduce regulations for AI use in 2026, with H&M already implementing watermarks on images featuring AI.
While acknowledging the benefits of technology in fashion, concerns remain about the impact of AI on the industry. Models like Sjöberg and Gvarliani may see substantial compensation, but AI poses a threat to models primarily involved in e-commerce shoots. Critics argue that AI models could reduce costs and increase profits, potentially at the expense of human models.
Despite the potential benefits, worries persist about the implications of AI in the fashion industry. As the technology continues to advance, finding a balance between innovation and ethics will be crucial for ensuring a sustainable and inclusive future for modeling.
Source: www.theguardian.com
