AI Models Threaten Traditional Fashion Industry

Recent years bring big shifts in fashion. AI now helps create models. Big brands such as H&M plan to make AI twins of models. This change stokes concern among people who work with models and create art.

H&M’s AI Initiative

H&M, a known global retailer, shared plans last week. The company will build digital copies of 30 models after they agree to take part. Jörgen Andersson, H&M’s top creative, said that AI joins the brand’s art work but still values human input.

Models like Vilma Sjöberg and Mathilda Gvarliani join the project. Mathilda called her digital twin "like me, without the jet-lag." Her words show that the copy feels familiar.

Industry Reactions

The plan for AI models makes many worry in fashion. People fear job cuts and lower respect for human art. The issue reminds many of the film strike in 2023 when Hollywood workers opposed AI.

The union Bectu, which speaks for creative workers, backs these worries. Union head Philippa Childs said that models get paid, but other workers may suffer. A survey even found that over half of Bectu members see AI as a risk.

Compensation and Ethical Concerns

Talks about AI copies raise questions on pay fairness. Sara Ziff from Model Alliance stressed a need for clear pay rules. H&M promises to pay models each time their digital copy is used. The fees are set in discussions with the models’ agencies.

Rules are coming soon. The Model Alliance’s Fashion Workers’ Act will start in June. It makes sure that models give clear consent before use of their image. The EU will soon require notes on images created by AI. H&M plans to add a mark on digital images.

The Future of AI in Fashion

Some experts doubt the plan. Model Sinead Bovell warned in a Vogue article that AI may bring risks. She noted that as AI grows, caution is needed to protect human art.

A few professionals, like Lucy Yeomans, see small gains when AI is used for fun projects. They say that digital fashion games do not replace human art.

Chloe Rosolek, a casting agent, said top models may earn well. Yet, she notes that new or online models face more risk. Many already lose jobs, and AI may push this further.

Inclusivity Versus Exploitation

Supporters of AI models say that AI can bring a range of looks to fashion. Michael Musandu from Lalaland AI points out that online shops need many views. Still, critics recall times when AI changed a model’s look in ways not meant by the model.

Conclusion

The shift to AI in fashion has just begun. Some view AI as a tool that adds art and fairness. Others warn of risks to pay and ethics. The change will touch human models and the creative field. The fashion world must find a balance between new tools and old work.