Agenda-setting intelligence, analysis and advice for the global fashion community.
After announcing its plans to create digital twins of human models in March, H&M has released its first set of images featuring AI models.
The Swedish retailer debuted the images on its Instagram account on Wednesday, in a post also featuring interviews with H&M chief creative officer Jörgen Andersson, model Vanessa Moody and others that explained the company’s approach to the AI replicas.
“It’s not here to replace everyone,” Moody says in one clip. “It’s here to be combined with what we’re already doing.”
The use of AI models has become a controversial topic in fashion. Levi’s had previously explored the possibility of using AI models, saying it would use them to show a more diverse range of races, ethnicities and body types on its website, but received public backlash over concerns the digital models would mean fewer jobs for humans.
ADVERTISEMENT
When H&M first revealed its plans to produce digital counterparts of real models, Andersson described it to The Business of Fashion as the company’s way of leading a conversation on AI that took the interests of the models, agencies and the fashion industry into account. H&M’s answer has been to work directly with the models to create their digital counterparts. The models themselves retain full control over their twins, according to the company.
Critics have still raised questions about the long-term impacts on models and other creatives in the industry such as photographers, makeup artists and hair stylists who might no longer be necessary to create imagery if it’s all done with AI.
“It’s an exploration and a reimagining of the creative process, using technology as a catalyst to elevate how we tell stories and connect with our customers,” Andersson said in a statement. “While we embrace innovation, we remain deeply rooted in our human-centric mindset and style-led identity.”
H&M said throughout the fall it will unveil more imagery using digital twins across different cities.
Learn more:
H&M Knows Its AI Models Will Be Controversial
The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.
