The Impact of AI on Fashion Modeling: A New Era in the Industry

Fashion grows fast with new tech. AI now helps shape modeling. H&M plans to create AI twins for 30 models. This news brings both hope and worry.

H&M’s Innovative Approach

H&M wants to boost its marketing plan. They will use AI copies of models who agree to join. These copies appear on social media and in ads. Jörgen Andersson, who leads creative work at H&M, said the plan will boost art while keeping a focus on real people. Each model may book their AI twin for shoots so they can appear in many spots at once. Models such as Vilma Sjöberg and Mathilda Gvarliani have joined this plan. Gvarliani said her AI copy is like a version without jet lag.

Some see AI models as a step ahead. Others worry that this change may hurt many jobs. Many fear that new tech will lower work chances for models, makeup artists, and other creatives.

Industry Concerns

Worries arise in many parts of the arts. Strikes in Hollywood show a similar fear about AI in film. A trade union, Bectu, questions the fairness of using AI. They say models get paid when their looks are used but worry about other workers in fashion. A survey found that 54% of Bectu members believe AI may harm work in fashion. Sara Ziff from the Model Alliance asked how digital models will be paid fairly and warned of deals that might trap workers.

Regulations on the Horizon

Leaders work on laws to keep pace with tech. The Model Alliance is drafting the Fashion Workers’ Act. This law will set clear rules when using AI. Models must agree before their images are put to work. The law will start in June. Also, the European Union AI Act will require a mark on AI images when it starts in 2026. H&M said they will place a stamp on any image with an AI model to warn viewers.

Diverse Perspectives on AI

Some experts see AI as a way to add more faces. Michael Musandu from Lalaland AI said AI models can bring more variety for groups often left out. He thinks big brands face challenges when they have only one look to choose from. Still, many worry that AI might push regular models aside. Agents believe that work in entry jobs is at risk, and some models already face fewer chances because tech and cost cuts change the field.

Hope for the Future

Top models like Sjöberg and Gvarliani may soon earn more for their AI copies. Yet, many in fashion remain wary. Critics such as Chloe Rosolek call H&M’s plan a cost-cutting move that could endanger many jobs. Others, like Lucy Yeomans, urge care with new tech. They stress that real models bring skills machines cannot match.

Tech and art now share new ground. Fashion faces a big question: Will tech bring more work or more loss? The success of AI in modeling may depend on how these fears are met. The field now waits to see what comes next as tech and art mix in new ways.