The Rise of AI in Fashion Modeling: A New Era for Models?

Introduction

AI now changes many fields. It touches fashion modeling too. Big brands use digital models. They ask what lies ahead for human models.

H&M’s Move Toward AI "Twins"

H&M plans to make AI twins of thirty models. The models must agree. The twins appear in social media and ads. Jörgen Andersson, H&M’s chief creative officer, says AI helps spark art. He adds that the brand still trusts human talent.

Models like Vilma Sjöberg and Mathilda Gvarliani see new work chances. Gvarliani calls her digital self “like me, without the jet-lag.” She sees the twin as very lifelike.

Industry Concerns

Many in fashion feel fear. Unions and supporters see risk for jobs. Philippa Childs, head of Bectu, the union for creative workers, says models may gain at first. Yet jobs in makeup, hairdressing, and set design may fall. A survey shows that 54% of Bectu members worry about job loss.

Compensation Questions

AI in modeling wakes new pay questions. Sara Ziff, founder of the Model Alliance, asks what counts as fair pay for a digital look. H&M says each model will get paid when its twin appears. The specific pay is still not fixed, and many worry about possible misuse.

Regulatory Developments

Rules now grow with AI. The Model Alliance plans the Fashion Workers’ Act. This act will require models to agree before AI is used. It starts in June. In 2026, the EU AI Act will mark images made by AI. The new act will bring clear labels.

Industry Reactions and Future Prospects

Some high-profile models may gain good deals. But those less known fear more job loss. Casting agent Chloe Rosolek notes that many have already lost work. The rise of AI in modeling adds to these fears.

Michael Musandu, founder of Lalaland AI, says the new tech can show many looks. Still, some worry that saving costs may put profit before human work.

Conclusion

Fashion now stands at a fork. AI can cut steps and open new work. Yet its use raises key thoughts on fairness, pay, and job safety. As brands like H&M test new tech, the world of fashion must care for its human artists.

People hope that the special art of human models stays prized in a world that blends digital work and touch.