H&M Embraces AI: A New Era in Modeling

AI is taking over the modeling industry? Recently, H&M announced its intention to embrace AI technology to create lifelike models for their campaigns, sparking significant controversy on social media. In response to the backlash, H&M stated that they are "proactively managing inevitable industry changes, including by working with models to compensate them for the use of their AI versions" (Business of Fashion). However, this statement has not resolved the criticism, and the fast fashion brand continues to face considerable pushback regarding its decision.

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H&M is collaborating directly with models and their agencies to create "twin" replica versions of them. These models will retain all rights to their digital replicas. The vision behind this creative approach is that if a model is booked for another commitment and cannot attend an H&M campaign, the brand can utilize the replica, allowing it to appear as if the model is present in two places at once. This initiative is already underway, with Vilma Sjöberg being one of the first models to have a digital twin created. She remarked, "It's a picture of me, but it's not me. It was interesting how good it actually was" (Business of Fashion).

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The brand is fully aware of the controversies that arise from incorporating this new technology into their operations. However, they also recognize that AI is set to become more prevalent in the fashion industry over time. They are mindful of the risks associated with utilizing AI models, particularly concerning job security and the implications for various departments, such as makeup and hair. A spokesperson for H&M addressed the concerns surrounding AI models, stating, "While we understand that this will spark opinions, discussions, and uncertanity, we are humble in acknowlegde that we do not hold all anwers at this point" (Business of Fashion).

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One notable critic of AI models is casting agent Chloe Rosolek. In a Business of Fashion article titled "Creative Industries Union and Model Advocates Push Back on AI Models," she expresses her concerns, stating, "Most models have had to deal with job loss already, and this is a whole other frightening thing for them... Models make an image incredible, and I don't think that can be replicated through AI." Her perspective highlights the fear and uncertainty many models face as the industry shifts towards artificial intelligence.

This is just the beginning for fashion brands and the industry as a whole in their use of AI technology. The advantages of employing AI models include significant cost savings, as brands no longer need to fly models to campaign locations or spend time and resources on preparations. However, if a model is unavailable and H&M opts to use AI models instead of real ones, it could diminish opportunities for other models, limiting their chances to book jobs and grow within the industry. Additionally, there could be concerns about how consumers will perceive products showcased on AI models. Many may question whether the clothing will look the same in reality, given that everything is presented digitally. As the fashion industry continues to evolve rapidly, it is crucial for everyone involved to adapt and remain informed about these changes.