AI Technology Enters the Fashion Modeling World: A Double-Edged Sword
AI cuts into fashion. Models now see risks alongside new tools.
The fashion world meets tech changes time after time. Today, fashion brands try to make digital copies of real models. H&M plans to create 30 AI copies if models say yes. This step makes experts worry for human models. Many fear that replacing live models may shrink job chances in the field.
H&M’s AI Initiative
Jörgen Andersson, H&M’s chief creative officer, said AI can add new ideas without cutting human work. Models like Vilma Sjöberg and Mathilda Gvarliani, seen on Vogue covers, join the test group. Their digital partners may work on jobs at once. Mathilda jokes her digital twin is “like me, without the jet-lag.”
Industry Concerns
The move to use AI in modeling stirs worry among professionals. Many fear that using computer-made models cuts jobs for humans. Philippa Childs, head of the Bectu union, notes that while models may get paid for their digital copies, the change also hits hair, makeup, and lighting teams hard.
Model rights groups ask what fair pay means if a model’s image is copied. Sara Ziff, of Model Alliance, calls for clear rules on pay. H&M agrees to set fees for every time a model’s digital image is used, yet doubt still fills the air.
Regulatory Developments
New laws come into play. The Fashion Workers’ Act, set for June, makes it a rule that models must agree before AI use. The European Union’s AI Act, starting in 2026, tells that computer-made images must show a mark. H&M plans to stamp any AI image in ads with a clear sign.
The Impact on the Modeling Community
Top models may earn well, but many newer faces face tough times. Casting agent Chloe Rosolek notes that many already feel job risks. Ingo Nolden, Mathilda’s agent, sees fewer chances for live models, especially for those new to the scene.
Some companies welcome the use of AI in modeling. Firms like Lalaland AI wish to add more faces into the mix. Still, AI copies must be treated with care. Past events show that altering a model’s look by computer can bring bias and hurt diversity.
The Future of AI in Fashion
Experts do not agree on AI’s role in modeling. Some think this tool can bring more inclusion and smoother work, while others see a loss in human art. Lucy Yeomans, former Harper’s Bazaar editor, stresses that even if AI helps with tasks, it lacks the warm sense of human touch that art needs.
H&M admits that the talk on digital images in fashion is deep and growing. The company moves into a new age while many models hope that human work stays key. As AI grows, the fashion world and its models must work to keep a balance between new tech and the spirit of human art.
