AI in Fashion: The New Frontier of Modeling
Introduction
AI now touches the fashion field. Its force grows day by day. Many in modeling feel worry. H&M plans to make digital twins of 30 models. Models must agree for their images to be copied. This news brings up deep thoughts about jobs and the future in modeling.
H&M’s AI Initiative
Jörgen Andersson, H&M’s head of creative work, told us that the company uses AI to help blend art and work with a human touch. Models such as Vilma Sjöberg and Mathilda Gvarliani, who have worked with Vogue and Chanel, now work with their AI copy. Mathilda said her digital twin is "like me, without the jet-lag." The words feel real and close. Still, some experts feel uneasy when such news comes. Fears rose before during a strike in 2023 when AI made its mark in film work.
Concerns from Industry Professionals
The union Bectu, which speaks for creative work, now talks about lost jobs if AI advances too far. Philippa Childs of Bectu says that while models get paid for their digital copy, many helpers—hair artists, makeup pros, light workers, and others—might lose out. A recent survey by Bectu shows that 54% of creative workers fear AI will cut into their work.
Leaders who care for models worry about pay and rights too. Sara Ziff of Model Alliance wants clear rules on fair pay when a model’s image is used. H&M now pays models each time a digital twin is used, with fees set by their agencies.
Regulation and Future Implications
New rules now look to guard models as AI grows. The Fashion Workers’ Act from Model Alliance will soon require that models agree before their image goes online as AI work. New EU rules will make sure that digital images mark themselves as computer-made by 2026. Some still see risk when models let their faces guide AI training. Sinead Bovell, a model and tech teacher, warned that models might lose more if rules do not grow strong enough.
Differing Perspectives on AI
Some fans of AI in fashion see it as a chance for new looks and more faces. Michael Musandu from Lalaland AI claims that AI helps brands put a wider mix of looks on screen. Even so, some fear that AI sometimes twists a person’s look, like changing skin color in past cases. Some inside voices note that brands may save money with AI but at the cost of jobs for new models. Casting agent Chloe Rosolek says companies may cut costs and that new talent can suffer.
Conclusion
H&M and other brands now push the edge of AI in fashion. The art world now splits between fresh ideas from tech and old fears for human work. With new rules coming soon and many talks on the matter, the role of AI in modeling will change how work goes. In the end, the key remains: Will the unique spark of human modeling hold strong as machines grow more aware?
