H&M Launches Digital Twins in Fashion Marketing Amid Controversy

By Marc Bain
Published: March 25, 2025

H&M has set a new step in fashion and tech. The company will create a digital copy for each of 30 real models this year. H&M will use these copies to produce images with AI for its ads and social media. The idea has stirred both hope and concern in the industry. Many worry about the effect of AI on modeling jobs.

Digital Twins: A New Area in Fashion

Digital twins are virtual copies of real models. The models will own and control their own digital version. H&M will show these copies in its ads. Models may also give permission to other brands to use their digital copy, which may include brands that compete with H&M. This plan asks a key question: How can brands use AI while keeping models safe and paid?

The first model to try this was Vilma Sjöberg. She saw her digital copy and felt mixed emotions. “It is a picture of me, but it is not me. It was surprising how real it looked,” she said. Many people find AI images both exciting and strange.

H&M’s Steps Toward Clarity

H&M wants to make its work with AI clear to everyone. The firm will put a mark on the new images. The company knows that many people may not agree with the move. Jörgen Andersson, H&M’s top creative head, said, “People will be split. Some may ask, ‘Is this good or is it bad?’” He pointed out that ignoring new tech does not help anyone.

Working With All Sides

H&M has talked with models and their teams. The firm has met with photographers, stylists, and others who may face changes. Louise Lundquist from the company said the work with digital twins will change how content is made. H&M is taking care as they adjust to the new way of working.

The Wider Impact of AI on Fashion

AI is changing how brands make visual content. Traditional models and creative workers worry for their jobs and pay. In the past, brands like Levi’s stopped plans for AI models when they met public anger.

H&M sees digital twins as a tool for models. A model keeps the right to her digital copy. This gives her control over how her image is used. Groups such as Model Alliance ask if the pay for digital copies is fair.

New Rules and What Comes Next

Rules for digital copies now appear in law. The new Fashion Workers Act in New York sets clear steps for digital copies. The law requires a model’s written consent for how long and in what way a copy is used. This law aims to stop any misuse of a model’s likeness.

Conclusion: A Mixed Future

H&M’s use of digital twins shows a bold mix of tech and fashion. AI brings new issues, but H&M makes sure that models hold the rights to their images. The future of fashion may adopt new tech and work to give models fair treatment.