H&M’s AI Models Are Coming—But at What Cost to The Creative Industry?

The closest I ever came to being a model was when a friend asked me to model their socks in exchange for a pair of socks. My hobbit feet got their 15-minutes of fame, but that was the start and end of my modelling career.

I have, however, collected an indie film set worth of friends in the modelling industry over the years, so I have some perspectives on just how wild of an industry it really is.

The modeling industry is already rife with injustices and controversy, and it’s a lot harder than people think it is to model professionally and make a decent career out of it.

As much stick as models get for their pretty privilege, they operate in an incredibly difficult industry where you have to work your fine booty off to make a name for yourself and build a career around it. Often that fine booty is taken advantage of in varying forms.

With AI suddenly able to create attractive human-looking figures in 5 minutes with a tacky prompt, models are really starting to question how all of this impacts their career and livelihood.

Now, with H&M’s plan to create 30 “digital twin” models this year, we’re cliff diving into a new era of fashion, powered by AI.

But what does this mean for models and those of us who work in creative fields? 

Why are so many insiders uneasy about these AI clones?

And most importantly, how do we keep human artistry alive in a world enamored with automation?

We could be in for some gnarly surprises, both promising and terrifying.

The Emergence of AI in Fashion

AI in fashion isn’t an overnight phenomenon.

Brands have tinkered with virtual influencers and computer-generated imagery for years.

• Digital Influencers: Lil Miquela, Imma, and other CGI personalities have modeled clothes on Instagram.

• Virtual Runways: Big names like Gucci and Louis Vuitton have dabbled in augmented reality try-ons.

This wave of innovation has shown how AI can speed up content creation.
But it’s also sparked debates about authenticity, artistry, and the value of human talent.

A Cautionary Tale: When Balenciaga posted AI-designed campaigns on social media, it generated headlines—good and bad.
People asked: Is AI stealing jobs from real models and photographers?

Brands are playing a tricky balancing act between implementing AI in a way that will make them (or save them) more money while avoiding massive consumer backlash.

However, the more the boundaries are pushed in the AI vs human creatives war, the more “AI fashion” will simply become the norm, for better or worse.

H&M’s Bold Vision for AI Models

H&M is doubling down on AI-generated models. They plan to create 30 digital twins of real human models by the end of the year.

Why 30 digital twins?

Because that’s the magic number they believe will give them enough variety to showcase clothes on a range of body types and ethnicities.

1. Real People, Digital Twins: Each AI model is based on an actual human being.

2. Royalties for Models: H&M promises that these models will own the rights to their digital twins and earn royalties.

3. Collaboration With Agencies: The brand insists they’ll work hand in hand with modeling agencies and the models themselves.

Okay, so the AI models are based on real humans who earn royalties along with agencies.

This seams like a fair compromise in the short term, but what happens when brands create their own AI models en masse, free of prima donna human models and cut throat agency owners?

Only time will tell.

H&M’s strategy aims to bridge authenticity with automation.
Yet, many in the fashion world remain uneasy about the long-term ramifications.

No doubt these 30 digital twins will just be the beginning of a bigger AI takeover in fashion.

However, this approach from H&M also has the potential to be incredibly beneficial for models too (at least for the ones H&M works with).

Potential Upsides for Models?

At first glance, an AI clone might sound like the perfect scheme for cutting costs and sidelining humans.

But H&M insists that their approach could benefit models.

Promised Benefits

• Royalties: Models would get a continuous revenue stream from their digital twins.

• Fewer Physical Shoots: Fewer photoshoots might mean less demand on models’ time.

• Global Reach: A digital twin can be used by any brand, anywhere in the world.

The idea is that the human model gains more exposure.
They can theoretically work with more clients than ever before because their AI clone can be everywhere at once.

But one of the big questions is:
If the AI clone can exist independently, do brands need the real person at all for creative input?

That’s the source of much concern among industry veterans.

And to point out the obvious, this will only benefit the tiny fraction of models who are offered a deal like this.

Up-and-coming models will likely have a much harder time coexisting with AI.

The Industry’s Concerns: Eroding Creative Jobs

Human artistry is the lifeblood of fashion.

Makeup artists, hairstylists, photographers, set designers, and countless others bring campaigns to life.

The fear?
If AI models dominate, the number of real photoshoots could plummet.

Potential Risks:

1. Less Need for On-Set Talent: Photographers, makeup artists, stylists, and lighting crews might see fewer opportunities.

2. Homogenization of Fashion: AI models could all look “perfect,” erasing the charm of real-world imperfections.

3. Muddled Authenticity: Consumers might struggle to trust brand images if everything is computer-generated.

Labor unions have issued stark warnings.

They want to ensure that creative professionals remain front and center, not sidelined by technology.

Quote to Ponder:
“The race to innovate must not become a race to the bottom,” one UK actors’ union rep cautioned.
That sums up the dilemma perfectly.

Models’ Groups and Consent Issues

Models’ advocacy groups aren’t exactly popping champagne over H&M’s announcement. They have “serious concerns” about consent and possible misuse of likeness.

Key Worries

• Permanent Digital Traces: Once a digital twin exists, can a model ever truly delete it?

• Unintended Usage: Could an AI clone appear in campaigns the model never agreed to in spirit?

• Data Security: Storing biometric and facial data is fraught with privacy concerns.

Models want guarantees that their digital images won’t be used in ways that harm their reputation or brand.

H&M says they’re tackling these issues head-on, but there’s no universal blueprint yet.

Will this technology lead to lawsuits and contract disputes? Or can fashion brands develop ironclad protections that satisfy everyone involved?

Why Creatives Should Care

If you’re a creative—whether a designer, content creator, or marketer—AI models could reshape how you do your job.

On one hand, imagine the convenience: no need to coordinate hectic shooting schedules.

But is that convenience worth the potential downsides?

Potential Pros for Creatives

• Faster Turnaround: AI models are available 24/7.

• Budget Flexibility: Less spending on location shoots and logistics.

• Global Scalability: Quickly customize images for different markets.

Potential Cons for Creatives

• Loss of Human Touch: Real-life moments and expressions might get lost in translation.

• Artistic Limitations: AI-generated images are only as good as the data fed to them.

• Job Displacement: Photographers, makeup artists, and stylists could see fewer gigs.

Reality Check: Some creatives might pivot to AI-related services, such as generating or editing digital models. But this requires skill updates, and not everyone will make the leap.

Preparing for an AI-Driven Future

Whether you love or loathe the idea of AI models, they’re not going away.
For creatives, the question is how to adapt.

Five Tips to Stay Ahead:

1. Educate Yourself: Understand AI image-generation tools and how they impact your work.

2. Collaborate: Partner with tech-savvy professionals who can help bridge the gap.

3. Protect Your IP: If you’re a model or artist, get legal advice on how AI might affect your rights.

4. Innovate: Use AI as a tool to supplement your creativity, not replace it.

5. Champion Authenticity: Highlight the unique value of real human insight and nuance.

Now’s the time to rethink your role in the creative process. Will AI free you to focus on higher-level tasks, or box you out entirely?

The Future of Fashion?

H&M isn’t the only brand exploring AI models. Others are likely watching closely to see how consumers and professionals react.

Big Questions:

• Will AI models truly save time and money in the long run?

• How will fashion enthusiasts respond to computer-generated faces promoting clothing lines?

• Will new regulations emerge to protect creatives and consumers from deceptive imagery?

The evolution of AI in fashion could either spark a creative renaissance or lead to a soulless, automated industry. In the end, it depends on how brands like H&M handle the balance between technology and humanity.

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