The Rise of AI Clones in Fast Fashion: Implications for Jobs and Identity

Published: April 24, 2025, 11:23 AM EDT
By Jul Parke, PhD Candidate in Media, Technology & Culture, University of Toronto

In New York City’s busy Times Square, a new tech trick grabs attention in fashion. AI clones join the scene. Retailers like H&M use these digital models. They shift how clothes and ads work. Workers wonder what this means for their jobs and self-image.

The Digital Twin Story

H&M has shown digital twins of 30 real models. The company built AI systems to copy faces, voices, and styles. In one store, a mirror setup lets consumers try on clothes in a virtual space. Here, shoppers sit close to tech that copies their image and style. This simple method makes posting on social media fun.

Digital twins mimic a person in many ways. They work like a copy of a real body. The copy picks up unique looks, speech, and habits. Some say this tech makes life easier by splitting tasks. Yet, it also makes many ask: How do these models get paid? And who owns a digital copy?

Hard Questions of Right and Reward

The rise of digital twins calls for new work rules. Natalie Monbiot, a former founder at HourOne, named this change the “Virtual Human Economy.” Companies such as HourOne and Synthesia work hard in this space. They use digital clones in ads and training sessions.

Some rules now try to give models a fair cut when their image is used. H&M talks with models on how to set payments. Still, many clear rules are not set. Many models work under loose deals that start with an up-front fee. The price of a copy in the long run stays unknown. This gap leaves work rights weak.

Shifts in Work and Pay

The fast rise of digital twins shifts the work scene in fashion. Social media tightens the race to find a crowd. Andrew Ross, a work scholar, calls this a "jackpot economy." Only a few win big, while many face weak work paths.

Virtual faces, like the model Shudu, show that AI copies can hit big with top brands. Yet, some models with fewer fans work hard for little gain. Some feel pushed out as AI models share space with real faces.

Questions of Look and Fairness

Matters of race, gender, and style grow more tense in work with digital clones. Copies made from real people may show more than full fake ones. They still risk keeping old gaps in look and pay. Clones can smooth out the rough edges of a real face to match a brand’s needs.

Though digital twins can help real models set better pay, their rise may widen the gap between top earners and others. Companies must move with care to keep work fair in fashion.

In Summary: Changing Work in a New Age

The world meets new tech with mixed thoughts about work and pay. The rise of digital twins shows a shift in how actual work changes with the new tech. It also brings new pay and owner rules to mend.

As tech copies grow, rules must grow with them. New work rules need to stay clear to guard the rights of those who work. By facing these shifts head on, the industry can build a future where each worker counts.