H&M Embraces AI Through Digital Twins of Real Models

Stockholm, Sweden – Swedish fast-fashion store H&M has chosen a new way to run its campaigns. The company will make digital copies of real models for ads and posts. The goal is to use AI in fashion while keeping the rights and work of real models safe.

Digital Twins: A New Era for Models

H&M will work with models and their teams to create digital copies of 30 models this year. Models join with their agencies to form these copies. The AI images will appear in ads and on social media. Each model will own its digital copy and can give its picture to other brands, even those that compete with H&M.

Jörgen Andersson, the chief creative officer at H&M, spoke about the split views. He said, "People will split. You ask, ‘Is this good? Is this bad?’" He made clear that AI is now a part of fashion and that the company will lead while caring for models and their teams.

Mixed Reactions Among Models

Some models feel both hope and worry about digital copies. Model Vilma Sjöberg was one of the first to see her digital copy. She said, "It is like my picture, but it is not me. I was surprised at how real it looked." Even her boyfriend found it hard to tell apart the real image from the AI version.

This mix of hope and fear makes models think about the future of their jobs.

Transparency and Control

Digital copies will first appear on social media. Each image will include a mark that shows it comes from AI. This plan keeps viewers informed and gathers their views of AI models.

H&M wishes to speed up ad production with these digital copies. At the same time, each model will decide on how its image is used. Models will agree on terms much like they do with their photo rights.

Challenges and Broader Implications

H&M works to involve models in its plans. Still, critics worry about the effect on other jobs. Photographers, stylists, and makeup artists may face risks to their work and pay.

Louise Lundquist, a business developer at H&M, said, "Our way of making content may change, but I cannot say how." As AI grows in fashion, some worry about its effect on established work roles.

Navigating Compensation and Ownership Rights

When a model keeps the right to its digital copy, questions about payment arise. It is unclear how pay will change when brands use these images. Some think brands might pay less because they save on travel and other costs.

Sara Ziff from Model Alliance stressed the need for clear rights and deals to protect models. New rules are coming in New York with the Fashion Workers Act. The rules will ask brands to get clear consent from models before they use a digital copy.

Future of Fashion Imaging

As brands choose more AI images, the work of models might shift. Models may attend several events at once with digital copies. This may favor a few top models and reduce chances for others.

H&M now starts this bold plan. The upcoming months will show how people react, how traditional jobs change, and how AI mixes with human work in fashion.

Conclusion

H&M chooses a new method to mix technology with style. The company works closely with models to shape its plans. Soon, the industry will see how digital copies change jobs and rights. The future may bring a new mix of AI and real talent in fashion.