The Future of Fashion: H&M’s Digital Twins and the Role of AI in Modeling

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H&M makes a new move by mixing technology and fashion. The Swedish firm plans to change modeling with digital twins. These twins are AI versions of real human models. The change brings both hope and doubt. Model Vilma Sjöberg said, "It’s a picture of me, but it’s not me. It was interesting how good it actually was." Her words show that many feel both good and unsure about using AI in fashion.

The Concept of Digital Twins

H&M gives models control over their digital copies. When the process ends, models can set rules for the use of their twins in ads. They may sign deals with H&M or even with others. This step meets hard questions about model rights and their pay.

H&M will start with 30 models this year. The firm posts the AI images on social sites. It marks these images so all know they come from a computer. Jörgen Andersson, H&M’s chief creative officer, says, "People will be split. They ask, ‘Is this good? Is this bad?’" His words start a talk between models, agencies, and the fashion world.

Addressing Criticism and Managing Change

The use of AI sparks strong views in fashion. Some brands lose support when people think jobs are at risk or that art is copied wrongly. For example, Levi Strauss & Co. stopped its AI model project after many complaints. Other brands like Estée Lauder use AI only for images that do not show humans.

H&M works in the open with both models and agencies. As Sjöberg said, the effects of AI on modeling still bring up many questions. Many workers worry about shifts in their roles, whether they are photographers, makeup experts, or stylists.

The Mechanics of Creating Digital Twins

To build digital twins, H&M works with the firm Uncut. They take many photos of models from different sides and in various lights. This method makes the twins seem real. The digital copies work with live models. They help speed up the creation of ads.

H&M plans to keep pay similar to current methods. Models earn based on the rights to use their images. Yet some still fear that using AI may cut costs and lower pay.

Legal Implications and Industry Changes

As digital twins become common, legal issues grow tougher. People ask if models or their agents own the twin. A new Fashion Workers Act in New York now asks brands to get a model’s written consent before using a twin.

Digital twins might change the job market. Some models may see their chances shrink and a few top models may get more work. Some experts say that large creative teams at photo shoots might also shrink, which would change old ways of working.

Looking Toward the Future

H&M moves ahead with its digital twin plan while watching new tech and its effects on fashion. Some believe that AI may end classic modeling. Still, Andersson trusts that human guidance is needed. He says that AI without human input will not work well.

Talk about AI in fashion will continue. Andersson backs a try-and-see method to check the many sides of this tool. As H&M steps into a new era for fashion ads, it shows both the fresh dreams and the worries that come with using AI in a field built on human talent.

In a world filled with tech, the path ahead must blend new ideas with fair work. This blend may change fashion as we know it.