H&M created AI digital twins of 30 real models who keep rights and earn royalties when the AI versions appear in campaigns. The move speeds up production and cuts costs, but photographers, stylists, and makeup artists worry about losing work. The question remains whether audiences will connect with AI models the way they do with humans.
H&M is taking a bold step into the future of fashion by cloning their models—digitally, of course. And it might just be a genius move. The brand is working with 30 real-life models and their agencies to create AI-powered digital twins. The real models keep full rights to their AI counterparts and earn money when their digital version is used in campaigns. The campaigns will also have tiny watermarks to indicate the use of AI. It's a smart way to speed up production, test wild creative ideas, and skip the logistics of traditional photoshoots. Think about it: no frequent flights, no lighting rigs, no long days on set. But not everyone's happy. Photographers Stylists, makeup artists, and others involved have shown their concern. If a whole campaign can be generated from a laptop, where does that leave them? And then there's the bigger question: will people actually connect with AI models the way they do with the real ones? H&M's move might become a blueprint of how AI and ethics can coexist in fashion. What's your take on this?
