H&M’s AI Model Twins: Game-Changer or Industry Disruptor?

H&M is embracing AI-generated models—but not everyone is on board.

An H&M store in France. Credits: Courtesy of H&M

Artificial intelligence is making its way into fashion—fast. Now, H&M is stepping into the AI game by creating digital “twins” of real models to feature in their marketing campaigns and social media. The idea? These AI-generated versions will allow for more flexibility in photoshoots, fewer travel demands, and endless creative possibilities.

Sounds futuristic, right? But not everyone is thrilled about it.

How H&M’s AI Models Work

H&M isn’t replacing models with AI (yet), but they are digitally cloning them. Thirty models, including Mathilda Gvarliani (who graced the cover of Vogue Netherlands in March 2024), have already agreed to let the brand create AI replicas of themselves.

Gvarliani even joked about it, saying, “She’s just like me, but without the jet lag.”

Why is H&M doing this?

👗 More creative freedom – AI lets designers and marketers test endless outfit combinations and campaign ideas.📸 Faster and cheaper content creation – No need for international flights and costly photoshoots.🛍 A new way to engage customers – AI-generated content can be interactive, dynamic, and hyper-personalized.

Jörgen Andersson, H&M’s Chief Creative Officer, described the move as an extension of the brand’s innovative spirit:

“Creativity and radical curiosity have always defined H&M. Now, we’re exploring generative AI to unlock new ways to showcase our designs while staying true to a human-centric approach.”

The Backlash: A Threat to Models and Creatives?

Of course, not everyone is excited about AI taking over the runway. Influencer Morgan Riddle voiced her concerns on Instagram, pointing out that this could mean fewer job opportunities for real models and creatives.

H&M insists that models are still in control of their digital likenesses and will be paid the same as they would for regular photoshoots. They also say AI-generated images will be clearly labeled with watermarks so consumers know they’re not looking at real people.

But is that enough?

Critics argue that this shift could lead to fewer photoshoots, fewer jobs, and less diversity in fashion imagery. And while H&M says it’s acting “responsibly”, we’ve already seen other fashion giants—like Levi’s and Mango—experiment with AI models.

So, is this the beginning of a full-on AI takeover in fashion?

The Future of AI in Fashion

H&M is far from the only brand testing the limits of AI in marketing.

• Levi Strauss & Co. partnered with AI startup Lalaland in 2023 to create virtual models.

• Mango launched its first AI-generated campaign in July 2024.

• High-fashion brands are exploring AI for personalized shopping experiences and virtual styling assistants.

It’s clear that AI is here to stay in the fashion world. But whether it enhances creativity or replaces human talent is still up for debate.

What Do You Think?

Is AI modeling the future of fashion, or is it crossing a line? Will it create new creative possibilities, or is it just another way for companies to cut costs at the expense of real jobs?

Drop your thoughts in the comments—let’s talk about it!