H&M Plans to Introduce AI Clones of Models, Sparking Controversy in Fashion Industry
By Issy Ronald, CNN
Updated 11:13 AM EDT, Fri March 28, 2025
H&M has shared a new plan that ties tech to fashion. The store, known as one of the largest clothing retailers, will soon create digital copies of its models. The project will produce 30 clones this year. The new plan may bring new work ways but also brings up hard questions on consent, pay, and jobs in fashion.
Digital Twins Concept
H&M wants models to keep control of their digital look. The company says that when a brand uses the copy, the model earns pay. This system lets models work with more than one brand much like they do when they work in person. The way pay works is meant to keep models safe in a digital era.
Mixed Reactions from Industry Stakeholders
Some in fashion see promise in H&M’s plan, while others worry. Paul W. Fleming from the UK’s Equity union spoke with hope but asked for more worker rules. He said that new computer tools must come with strong rules to keep workers safe. He added that a rush to use AI should not mean lower pay or worse work conditions.
"There must be clear rules to protect workers in union deals and laws," Fleming said. "The push for AI must not bring worse work for anyone."
Concerns Over Job Displacement
Sara Ziff, a model and labor activist, spoke on what this plan could mean for work. Ziff said that the plan brings up clear questions on consent and pay. She warned that digital copies might take the work of makeup artists, hairstylists, and other creative workers.
"In a field that has not always treated workers well, this plan may cut many jobs in our community," Ziff said.
The Broader Trend of AI in Fashion
H&M is not the first to try digital models. In March 2023, Levi Strauss & Co. said it would add AI models. They explained that the digital images would add to live photo shoots and not replace them. Last July, Spanish retailer Mango used only AI to make a campaign. AI in fashion now brings both change in ads and hard questions on true representation.
Conclusion
H&M’s plan to use digital copies of models may start long talks on fair work and new tech in fashion. As brands test new ways to work, talks on consent, fair pay, and job safety grow more needed. The work behind fashion must count as the world changes to a digital age.
