H&M's Bold Move: Embracing AI to Create Digital Twins of Models for a New Era in Fashion Advertising

H&M Uses AI to Create Digital Twins of Fashion Models for New Campaign

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H&M now uses AI to make digital copies of real models. The retailer will show these copies in ads on social media and on billboards. The plan mixes tech with fashion in a new way.

Partnership with Models and Agencies

A recent report on BusinessOfFashion.com says H&M works with models and their agents. H&M makes digital copies of 30 models. The system takes many pictures of each model from close angles and under different lights. An AI tool then forms a digital copy that can change its look and pose by itself. This method cuts out a full photo shoot with photographers, makeup artists, and others.

Louise Lundquist, a manager at H&M, said the change may shift how they make content. She did not share the exact effects of the new method.

Navigating Compensation Issues

H&M now tries out this tech while sorting out pay for the models. Lundquist said that the pay may follow the usual system. The digital copy earns money for its use rights, and the payment goes both to the copy and the original model. This plan gives a clear safety net to the models as tech changes the way ads are made.

The Broader Implications of AI in Fashion

H&M sets a clear plan as it brings in new tech. The fast growth of AI makes old laws seem slow. Many worry that the pay for original work may fall behind. This worry grew during the 2023 SAG-AFTRA actors’ strike over digital copies in films.

H&M understands these issues and sees that its plan now fits fair use rules. Still, other companies might not follow the same pay rules. This new method may change the old way of handling fashion promotions. Photographers, makeup artists, and other creative staff might face fewer chances to earn a living.

A Forward-Looking Approach

H&M now moves ahead with its new plan. How buyers react to AI images is still unknown. The campaign might soon draw shoppers to clothes shown by digital models. This step may set new rules for how tech and art work together in ads. Time will show how this change shapes fashion and advertising in the future.