H&M’s New Approach: AI Twin Fashion Models

By Maya Derrick
April 02, 2025

H&M announced a new plan. They want to make AI twin models that copy real models for ads and products. A report by Business of Fashion shows the plan will boost the speed of ad work on social media.

The Concept of Digital Twins

Digital twins copy real things into virtual forms. In fashion, these AI copies stand beside true models. H&M works with the AI firm Uncut. They will make twins for 30 models. The twins help show items without the hard work of many photoshoots. The AI twins look real and move like a copy of a real person. Each image has a mark to show it is made by AI. This mark helps teams see how people view the ads.

A Human-Centric Approach

H&M keeps the human touch. The AI twins work as aids and do not take the jobs of real models. The brand records each model’s look and moves to keep twins true to the real person. Models keep rights to their AI twins. They may earn extra money if others use their digital copy.

Insights from H&M Leadership

Jörgen Andersson, head of creative at H&M, feels glad about the new plan. He said, "We are open to using new ways to show our style while keeping what feels human." There is talk that tech in ads might change work roles. The mix of new tech and old skills starts talks among workers today.

Compensation and Revenue Considerations

The plan brings up questions of pay. Louise Lundquist, a business developer at H&M, says that twins will use the same pay rules as real models. The pay rules are not fully set yet. The plan follows many rules that brands know well.

The Future of AI in Fashion

H&M joins the drive toward more tech in fashion. The new plan shows how tech can work with art and style. The brand holds fast to a love for true self-expression. The work may change how brands and people meet. The fashion field looks on as these ideas change everyday work and style.