H&M has announced it will create AI 'twins' of 30 models for use in social media and marketing imagery, with the models' permission. The retail giant says the move will enhance its creative process without changing its human-centric approach.
Models like Vilma Sjöberg and Mathilda Gvarliani, who work with Vogue and Chanel, can license their digital replicas to other brands. Gvarliani described her AI twin as 'like me, without the jet-lag'. However, the industry has reacted with dismay, fearing job losses for makeup artists, hairdressers, and other creatives.
Philippa Childs, head of the union Bectu, warned that even with compensation, AI could significantly harm fashion workers. A Bectu survey found 54% of respondents believe AI will negatively impact the industry. Sara Ziff of the Model Alliance raised questions about fair compensation for digital twins.
Model and entrepreneur Sinead Bovell highlighted regulatory gaps, noting that consent for one use could inadvertently accelerate automation. The Model Alliance's Fashion Workers' Act, effective June 2025 in New York, requires model consent for AI usage. The EU's AI Act, due in 2026, will mandate labelling of AI-generated images.
Casting agent Chloe Rosolek estimated top models could earn millions, but entry-level e-commerce models face direct threats. Agent Ingo Nolden confirmed erosion of human work at entry levels, having negotiated an AI deal for a model in 2023.
