H&M’s Use of AI Models: A New Trend with Mixed Reactions

March 27, 2025
H&M now uses models made by AI. The news spread fast in the fashion world. Mango did a similar move before. H&M will make digital copies of real models. This plan helps the store create ads that cost less and look strong. Some people cheer this change while others feel uneasy.

Unveiling Digital Twins

Business of Fashion reports that H&M will work with models who give clear consent. The plan starts with 30 AI models this year. The models keep rights to their digital copy. They may allow others to use their image in ads.

Impact on Workers and Ethics Concerns

On March 25, Sara Ziff from Model Alliance spoke with worry. She sees a risk for real models. She also fears job loss for makeup artists, hair stylists, and other creative workers. Ziff said work issues in fashion may grow worse. The plan may change how workers get paid and treated.

Using a model’s image for a long time brings moral issues. Many models face age bias. Most leave work by age twenty-five. A digital copy fixes a look in time. Even if models earn money, one can ask why not hire models at different stages of life.

The Consumer Perspective and Body Image Issues

The change matters for people who shop too. AI now plays a large part in daily life. It can be hard to tell real images from changed ones. AI models may match strict and fixed beauty ideas. This shift may hurt how people see their own looks.

Recent shows gave little space to different body types. Vogue Business said only 0.03% of 198 presentations were plus size. This setback might slow progress toward fairness. The style still favors slim looks over variety.

The Fast Fashion Dilemma

This step brings a larger worry about fashion’s future. Some worry that AI models limit art and creative work. Fast fashion shops focus on fast sales and profit. Speed and cost cuts may push true style aside.

People in fashion must talk about these changes. Ongoing talks can help fix problems soon. Workers and buyers should speak up. Their voices may keep art close to the work.

For more news on tech and its effects on work and art, read our series of stories on these topics.