AI Technology Disrupts the Fashion Modeling Industry: The Rise of Digital Twins

Introduction

AI now touches many fields. It enters Hollywood, publishing, and fashion modeling. Global retailer H&M plans to build digital twins for models. The news brings hope and worry. The modeling community feels this change close to home.

H&M’s AI Initiative

H&M will build AI twins for 30 models. Each model must give clear permission. Jörgen Andersson, the chief creative officer, said the project aims to boost creative marketing work while keeping a human touch. Each model keeps control over their digital twin. They may send their twin on photo shoots with other brands.

Model Mathilda Gvarliani said her AI twin is like her but without travel stress. The idea is new. Many workers in the industry feel unsure about it.

Industry Reaction and Concerns

The plan makes many professionals worry. People fear that AI can cause job loss. In 2023, film workers stopped work when AI was used without care. Bectu, the creative union, shares this fear. Its leader, Philippa Childs, said even when models get paid, other roles like makeup artists and lighting technicians might lose work. A survey showed that more than half of creative workers fear harm from AI.

Compensation and Ethical Questions

Supporters for modeling rights ask for fair pay for digital twins. Sara Ziff, from the Model Alliance, said it is not clear how to set a fair fee when a digital image is used. H&M replied that each model will get paid by their agency when their twin works. New laws will help. The Fashion Workers’ Act, which starts in June, needs models to agree before their look is used in AI images. The EU AI Act, expected in 2026, will require that digital images get a clear label.

Diverse Opinions on AI in Fashion

Some in fashion see AI as a tool to widen beauty. Michael Musandu, from Lalaland AI, said AI twins can show more body types and skin colors. He added that AI works with human models instead of replacing them. Still, he listened to worries about fairness when images change.

Many see AI as a cost-saving tool. Others fear that its use may push aside human talent and creativity.

The Future of Human Models in an AI World

Famous models who work with big brands might earn good money. Entry-level and e-commerce models face more risk. Many in the modeling world already worry about job security. The arrival of AI deepens these fears. Casting agent Chloe Rosolek said new models risk being hurt if the use of AI grows.

Conclusion

H&M and other brands now use AI in their ads. The debate over its impact in fashion modeling keeps growing. Some claim that AI can boost creativity, reduce costs, and add variety. Others fear it may push human talent aside. New laws like the Fashion Workers’ Act and the EU AI Act aim to protect models. The industry now faces a turning point as AI changes work while risking the art of creation.