Key Takeaways
• H&M is launching AI-generated “digital twins” of 30 real-life models for use in advertising and social media.
• Models will retain ownership rights and receive compensation for the use of their AI likenesses.
• Labor advocates warn the move could displace creative professionals and erode workplace protections.
• Critics raise concerns about the potential for AI models to reinforce unrealistic beauty standards and reduce diversity.
• The initiative is being developed in partnership with Swedish tech firm Uncut, which promotes digital content automation.
What H&M Is Doing and Why
H&M has announced the use of AI to generate digital clones—referred to as “AI twins”—of 30 real models. These digital likenesses will be used in social media campaigns and advertising, with each model’s consent and compensation.
“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.”
Models will retain rights to their digital versions, and the use of AI-generated images will be disclosed through watermarks, in line with platform regulations.
Job Displacement and Labor Implications
The announcement has triggered concerns about potential job losses across the creative pipeline. Critics argue that replacing physical photo shoots with AI imagery could marginalize workers whose roles are vital to campaign production.
“H&M’s new initiative raises critical questions about consent and compensation and has the potential to replace a host of fashion workers – including make-up artists, hair stylists, and other creative artists in our community.”
“Whilst we support brands who appear to be moving in this direction, this must be backed up by the widespread adoption of AI protections in union agreements and legislation that protects workers’ rights.”
“This is an abhorrent violation when all of our likenesses are incredibly personal to each of us.”
• AI content may displace human creatives including stylists and photographers
• Labor groups warn of weak legal protections and exploitative contracts
• Calls are growing for union-backed agreements to govern AI use
Not all reactions have been negative. Some models, like Mathilda Gvarliani, see potential in the technology.
“She’s like me, without the jet-lag.”
Supporters argue that digital twins could offer models more freedom and income flexibility. But critics point out that AI likenesses can be edited, aged, or repurposed in ways that go beyond original consent.
Beauty Standards and Representation at Risk
Experts warn that AI-generated models may exacerbate the fashion industry’s long-standing issues with body image and diversity.
“Just in case unrealistic beauty standards weren’t prevalent enough in fashion, H&M has decided to double down with something literally unreal.”
• AI models can be digitally altered to meet narrow beauty standards
• Lack of body diversity persists in fashion shows and campaigns
• Digital modeling could worsen consumer pressure around appearance
Recent fashion data underscores the concern—less than 0.03% of runway looks in 2024 featured plus-size models, reflecting a decline in diversity efforts.
The Tech Behind It: Uncut’s Automation Vision
H&M’s partner in the project is Uncut, a Swedish AI firm specializing in visual content generation. The company promises to help brands “say goodbye to outdated production methods,” offering streamlined, cost-efficient alternatives to traditional photoshoots.
While appealing to fast fashion brands, this approach has sparked criticism for prioritizing speed and profit over craftsmanship and human creativity.
H&M’s adoption of AI models illustrates both the transformative power and ethical complexity of artificial intelligence in fashion.
With labor rights, consent, diversity, and authenticity all in the balance, the company’s next steps will likely influence how the industry navigates the line between innovation and integrity.
• Clear labor regulations and AI policies are urgently needed
• Transparency and consent must be upheld as non-negotiables
• Ethical use of AI can expand possibilities—but only if grounded in fairness
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