H&M’s Move Towards AI Models Sparks Controversy in the Fashion Industry

A New Era for Fashion Advertising

H&M now uses AI models in its ads. The brand follows a trend set by Mango. These computer-made images have a name: “digital twins.” Real models give their clear consent. H&M plans to add 30 AI models this year. The models will work with other brands in the same way.

Some experts in fashion and tech see this as a mix of new ideas with old style. Many worry about what may come next.

Questions About Employment and Consent

Sara Ziff, who leads Model Alliance, fears a change in job roles in fashion. In a message on March 25, she said that using AI faces may cost jobs for real models and also hurt the work of makeup artists, hair stylists, and photographers. Ziff added that the new plan makes workers’ rights an urgent matter when digital copies can mimic a real face.

There is also a worry about the long use of a model’s image. Many models stop working by the age of 25. A copy that lasts may add more bias based on age.

Impact on Consumer Perception

The use of AI faces brings up new doubts about beauty. Fashion often shows an ideal look. The new digital images may display very strict body types and timeless youth. This can make people feel more pressure when they look in the mirror. When a face on a screen never shows flaws or age, viewers may compare themselves to an image that cannot fade. The new way of showing beauty may set goals that feel out of reach.

A Complicated Landscape for Diversity

Recent fashion shows have given few looks for different body types. One study shows that only 0.03% of 8,703 outfits are for larger bodies. This fact makes it hard to see fairness in fashion. The use of AI models might add to a trend that favors one look. As the field works to include more types of bodies, this change could push back on that work.

The Future of Fashion: A Trade-off Between Authenticity and Profit

H&M moves ahead with AI in its ads. This step asks hard questions about art and truth in fashion. Fast fashion brands often use data to guide trends instead of art. With the new change, many ask if fashion will keep its human touch or if it will turn into a cold pursuit of gain. H&M’s plan sparks debate: What happens to fashion when its makers look more like pixels than real people? How can the field keep caring for fair work and true art?

The talk about these new ways in fashion will grow as people watch closely. Experts and everyday fans wait to see what happens when technology meets style.

For More Insights

Read more about changes in fashion and tech in articles at Teen Vogue. The mix of style, culture, politics, and identity keeps the talk alive and shapes how many view today’s art and life.