Fashion retailer H&M is set to introduce AI-generated 'twins' of 30 real-life models, which will be used in social media and marketing campaigns. The company says this move, made in collaboration with Swedish tech firm Uncut, explores new creative possibilities while preserving a 'human-centric' approach.

H&M has emphasised that models will maintain control over how their digital replicas are used, including receiving payment similar to traditional modelling contracts. However, the announcement has sparked backlash across the fashion industry.

Critics, including influencer Morgan Riddle, fear that AI models could take away job opportunities from photographers, stylists, and other production crew. Trade unions like Equity have voiced concern over the lack of legal protections for models, warning that some are being pushed into unfair contracts that compromise their rights and ownership over their image.

The company says AI-generated images will be clearly marked and used responsibly, complying with platform rules on disclosing synthetic content. H&M is not alone in testing the waters-other fashion brands such as Levi's and Hugo Boss have also experimented with AI-generated visuals, prompting debates about the future of creative jobs in the industry.

Why does it matter?

While H&M highlights potential upsides like less travel and increased flexibility for models, union leaders insist stronger protections and industry-wide agreements are urgently needed to prevent exploitation in the evolving digital fashion landscape.