The Future of Fashion Modelling: AI ‘Twins’ Spark Controversy in the Industry

AI changes many fields. Fashion modelling feels its power. H&M announced a plan to create digital twins. Thirty approved models will serve in ads and posts.

H&M’s AI Initiative

H&M will use AI twins in social media ads. Models agree to this use if they say yes. Jörgen Andersson, H&M’s chief creative officer, said the new mix adds to their ideas and keeps a warm human touch. Top models such as Vilma Sjöberg and Mathilda Gvarliani work for leading magazines and big names like Chanel. Gvarliani joked that her digital twin lets her be in two places at once without travel stress.

Industry Concerns and Parallels to Hollywood

Many in the fashion world feel worried about this change. Workers recall fears in Hollywood when AI first came in film and TV. Some fear that digital models might replace human models. Philippa Childs of the union Bectu spoke about the risk to workers’ jobs. A survey showed that more than half of union members feel threatened by AI.

Compensation and Ethical Considerations

Some supporters for models ask tough questions. They worry over fair pay when a model’s look is used by AI. Sara Ziff, the head of the Model Alliance, said rules on pay must be set soon. H&M promises that models will earn money when their look appears in digital form. Still, agencies must sort out the exact details. Sara Ziff backed a new law for fashion workers. This rule requires that models give a clear yes for AI use. The European Union plans an AI law in 2026 that will mark AI images with a clear label.

A Shift in Industry Dynamics

AI in modelling also brings questions of fairness and image. Michael Musandu from Lalaland AI said digital models may show a range of body shapes and skin tones. Yet, some AI images have changed skin shades in ways that worry many. Casting agent Chloe Rosolek warned that the cost cuts from AI might hurt human work.

Conclusion: The Human Element in Fashion

High-profile models like Sjöberg and Gvarliani might earn more from their digital twins. Models with fewer appearances in ads may face job risks. Lucy Yeomans, a former editor, warned that real art and gut feel cannot come from machines. An H&M spokesperson said the company must find a fair path that joins tech with human art.

The fashion field waits to see how the mix of AI and real models will shape future ads and design.