Global fashion brand H&M is creating AI avatars of current models for ad campaigns.
On the 27th (local time), the BBC reported that H&M Group plans to create digital replicas of 30 fashion models using AI and use them for social media marketing.
H&M, the Swedish fast-fashion giant (SPA), owns several well-known labels, including COS, ARKET and & Other Stories. The company operates more than 4,000 stores across 75 countries.
Jörgen Andersson, H&M's chief creative officer, said the campaign aims to showcase fashion in fresh, creative ways while staying true to the brand's commitment to style. He added the company is looking for ways to embrace the benefits of new technology.
H&M told fashion outlet Business of Fashion (BoF) it will sign agreements with about 30 models and their agencies to create digital replicas. While H&M can use the AI-generated images in its marketing, the company says the models will retain the rights to their digital doubles—allowing them to license those replicas to other fashion brands, including competitors.
H&M is teaming up with Swedish tech firm Uncut to develop the AI avatars. Supporters say avatars mean fewer long-haul trips for large shoots and shorter hours on set. Model Matilda Gevaliani told BoF her avatar is \"like me, but it doesn't have to deal with jet lag.\"
Critics have pushed back. The BBC reported U.S. influencer Morgan Lee slammed the move on Instagram, calling it \"shameful.\" Lee warned that producing AI models could take jobs from models, photographers, makeup artists and others, and posted \"RIP\" in response to the types of work he expects to disappear.
Equity, the U.K. union for fashion models, said it's essential that models retain full control over their likenesses and receive fair compensation. The union welcomed H&M's decision to grant models rights to their digital replicas but urged the company to make that promise enforceable by including AI-protection clauses in contracts.
