Digital Clones of Real Models Are Transforming Fashion Advertising

Published: May 7, 2025 | Author: Luana Carcano, Simon Fraser University

The fashion industry shifts fast. Digital clones mimic real models. They use smart AI and virtual space tools. Brands now try these clones in ads. The clones link words and ideas closely. This way, brands gain a simple way to join the modern, tech-driven crowd.

Virtual Figures: Always Here and Changeable

Digital clones work hard for brands. They help create ads that feel real and save time and money. The clones do not change with age. They move and act in many settings. Brands use these clones to build plans that match our quick, online pace.

Some clones are built entirely by computers, like Lil Miquela and Shudu. Others combine real human parts like Hatsune Miku, who uses voice and moves. These clones connect with Gen Z and young buyers. They fill screens in ads and change how brands speak to people.

Growing Market for Virtual Influencers

Reports show the global market for influencers can hit over $24 billion this year. Experts say it might reach $32 billion soon. In Asia, these virtual figures attract many fans. This shift reshapes the $2.5 trillion modeling industry. Big names like Levi Strauss & Co. and H&M join forces with smart AI teams. They put these digital models in their ads to cut costs and speed up work.

The Role of Digital Twins in Marketing

Digital twins copy real people. They help brands give a personal face. They save time when making new ad scenes. H&M uses AI twins to show off new gear. Fans see these models more and more. Some say these twins support human talent. Others worry they may push out models and makeup artists. The twins show images, but they do not act on social media by themselves. They must follow the same rules as old-style ads.

Balancing Innovation with Ethical Ideas

Using AI models asks for care. People worry about consent and pay when real faces are copied. These issues make us work on clear rules for rights and art. As the line between real and virtual grows faint, brands must keep trust high. If customers feel tricked by AI work, they may lose faith. Thus, brands work hard to mix new ideas with clear truth.

Addressing Diversity and Fair Viewpoints

This new ad style talks about many looks and sizes. AI models can seem to show all styles. Yet, they might also push old ideas or fake fairness without real change. In the future, these digital faces must help bring true change in how we see people. This care keeps ads fair and true to real life.

Conclusion: New Ways and Wise Paths Forward

Digital clones serve fast-fashion brands by crafting ad scenes that feel close to buyers. For these new models to work well, brands need to stick to clear truth rules. They must tell the public when digital models are used and show a mix of looks.

Today, clear rules for art and rights are a must. Brands should get clear OKs when copying a face. They must mind rights to avoid harm. By keeping art true and fair, brands can use digital clones to change ads for the better.

The fashion field now stands before a new era. The line between human models and digital copies grows thin. As brands use new tech, building clear rules matters in all work and opens new art paths.