In a historic milestone for fashion and tech, Swedish retailer H&M on 2nd July 2025, released its first-ever campaign to include AI-created digital model twins. The launch, along with a behind-the-scenes film, represents a new era of creative storytelling for the brand as it delves into the possibilities of generative AI for pushing the limits of fashion imagery.
Shot against the backdrop of famous fashion capitals, the imagery highlights timeless but seasonally appropriate denim, underlining H&M’s signature combination of accessibility and style. The campaign is part of a wider initiative by the company to test new technologies that can enhance and support the design and marketing process.
The initiative was created in partnership with Swedish tech firm Uncut, which assisted in creating the AI replicas of human models. It follows a March 2025 revelation when H&M announced plans to create digital duplicates of 30 actual models, for use in marketing and social media—subject to each model’s agreement.
Jorgen Andersson, H&M’s Chief Creative Officer said that their mission is to see how generative AI can help unlock more creativity and enrich the way they interact with their audience. He added that they’re dedicated to remaining style-driven and human-focused in their efforts to reimagine the potential of fashion communication.
Campaign photographer Johnny Kangasniemi, who worked on the campaign, described the experience as “an exciting creative extension,” and added that AI is “a worthwhile addition to the artist’s toolbox.”
Notably, H&M has highlighted that utilisation of digital twins is being treated with openness and equity. In the company’s words, all models maintain complete rights to their digital twins and remuneration is identical to classical image use arrangements—consistent with rates negotiated by the models’ agencies. Content produced using AI will have prominent watermarks to distinguish it from conventionally created media.
Participant model Vanessa Moody commended the initiative for its considerate implementation, “This is a good way to pave the way for the future of AI. It’s professional, collaborative and open.”
Going ahead, H&M will continue to test AI-created imagery in various international markets this autumn, with new creative interpretations to be released via its extended brand family of Arket, Cos, Monki, Weekday and & Other Stories. The fashion group has over 4,000 stores in 75 nations.
