H&M is the latest fashion company to use artificial intelligence (AI) in its online marketing. Digital “twins” of actual models will be produced by the company. If the models consent, these AI reproductions will be utilised in commercial campaigns and social media posts.
Already, thirty models have granted their consent, including Mathilda Gvarliani, who was featured on the cover of Vogue Netherlands’ “New York” issue in March 2024. The decision has drawn both praise and condemnation.
Creativity and radical curiosity have always been central to H&M’s identity, according to Chief Creative Officer Jörgen Andersson. He highlighted the company’s exploration of generative AI to uncover innovative ways to showcase their designs while maintaining a human-centric approach, emphasising that the possibilities are nearly limitless.
Among others, influencer Morgan Riddle has voiced harsh criticism of this move. She voiced her concerns on Instagram on the possible effects on fashion industry jobs and the rights of the models.
H&M stressed in a media interview that the models maintain authority over how their digital copies are used. The same financial compensation that they receive for their images will also be given to them. Additionally, the first AI model photographs will be posted on social media with watermarks to make it obvious to users that they are AI images.
Previously, in 2023, Levi Strauss & Co. and Amsterdam-based company Lalaland collaborated to develop a campaign using AI-generated models. In July 2024, the fashion brand Mango debuted its first ad with an AI model.
