Experts Issue Warning as Clothing Brands Create ‘Digital Twins’ of Fashion Models

Advancements in AI Technology in the Fashion Industry

Fast-fashion brands now use AI. They build digital twins that copy real models. H&M made digital copies of 30 models for a new campaign. The brands use AI to cut time and cost in design and ads.

The Rise of Digital Models

Reports state that H&M made its digital twins with full-body scans and voice samples. These twins show clothes online and talk with buyers. They can even wear the designs in a computer space. Many brands now try digital models. This shift may reduce jobs for real models.

Concerns About Labor and Compensation

Experts worry about fairness for human workers. Digital twins may cut jobs for models, photographers, and influencers. Some models who are well-known get more work. Less famous workers might lose chances and pay. Jul Parke, a media and culture student from a Toronto university, says rules must protect these workers.

Environmental Impacts of Fast Fashion

Fast fashion makes over 92 million tons of textile waste every year. New clothes often have a short use period. They pile up in landfills and nature. With digital twins, companies might ignore real work and sustainable methods. This shift may push waste and overproduction even more.

Call for Regulatory Action

Experts ask lawmakers and worker groups to make clear rules. Some brands now send fair pay and rights to the people behind digital copies. Yet, stronger rules are still needed as AI grows in the industry.

Consumer Action Towards Sustainability

Buyers can act by choosing longer-lasting clothes. Thrift shops and secondhand stores help slow down waste. Each small choice cuts the demand that hurts workers and the earth.

Together, creators, buyers, and officials must work to balance new tech with fair work and green practices.