The Rise of AI in Fashion Modeling: A New Era for Models

Tech moves fast. AI now joins fashion. H&M made 30 digital copies of real models. This change stirs strong talks. People worry about its effects on the art of modeling.

H&M’s AI Initiative

H&M makes digital copies of known and new models. These copies start reading on ads and posts. The models must agree to see their faces in these copies. Jörgen Andersson, H&M’s creative head, says the move helps art while keeping real human touch. Models like Vilma Sjöberg and Mathilda Gvarliani, seen in top magazines like Vogue, show mixed views. Mathilda jokes that her digital copy looks like her but without tiredness.

Yet, many in fashion do not cheer the news. Some see digital models as a threat to traditional work. Others recall fights in film over the same tech.

Concerns from Industry Experts

Tech in modeling brings more than job loss fears. Philippa Childs, head of Bectu, a union for creative work, warns that work in makeup, hair, and set design may suffer too. A recent poll showed that half of union workers see harm in the change.

Sara Ziff, head of the Model Alliance, shows worry too. She points to money issues with digital copies. H&M says models get paid when their digital face is used. Still, less known faces may not win fair pay. People ask for clear rules about image use in art.

Legislative Developments

A new law, the Fashion Workers’ Act, will start in June. It will require models to give clear consent before any digital copy is used by an agency. In Europe, the law on AI starts in 2026. It will make clear which images are made by AI. H&M plans to mark its images with watermarks. Some in fashion see art and tech as a pair, yet worry that money might win over art.

The Future of Modeling

Brands test AI while asking: What is the role of real models? Casting agent Chloe Rosolek says top models may earn more. But models found in everyday ads may face harder times. Agent Ingo Nolden warns that entry-level models might lose work as AI grows.

Some agree with AI ideas. Michael Musandu from Lalaland AI sees hope for more types in modeling. He admits that critics have reasons. AI can add to modeling but will not match a real person.

A Cultural Shift?

Old pros like Lucy Yeomans, a former Harper’s Bazaar editor, claim that tech changes how people meet fashion. Still, she believes that the human spark in models stays strong. Lucy recalls the art of famous photographers who capture true beauty. AI may not catch that same heart.

As talks go on, fashion must care for art. H&M stands by its plan to use AI but stays true to human art. The future of modeling hangs between tech and art. Soon, we will see the long road that AI takes in fashion.