Fashion Industry Faces Shift as Brand Turns to AI-Generated Models

H&M, the renowned fashion powerhouse, intends to generate digital replicas of its models this year, prompting discussion around the implications of AI for both creativity and labor. The retailer plans to produce 30 “digital twins,” collaborating with models and agencies to ensure responsible usage. Models will retain rights to their avatars, enabling them to monetize their likeness across brands. However, industry experts emphasize the necessity of robust AI protections for workers, cautioning against prioritizing profit over human artistry. The initiative invites scrutiny regarding consent and compensation for fashion professionals.