H&M has announced the launch of a project that involves creating digital “twins” of models using generative AI. The company plans to use these virtual images in social media and marketing materials with the models’ consent. As H&M’s Chief Creative Officer Jörgen Andersson noted, the new initiative aims to enhance the company’s creative process without changing its human approach.
The project already involves well-known models such as Vilma Sjöberg and Matilda Gvarliani, who collaborate with Vogue and Chanel. Each model will have the opportunity to “invite” their twin to shoots for other brands, allowing them to be present in two places at once. Gvarliani describes her digital twin as “myself, but without jet lag,” and images where AI and human are depicted side by side are strikingly realistic.
H&M’s initiative has raised concerns in the fashion industry, as there are fears this could mark the beginning of significant changes in the field. It mirrors the concerns of Hollywood workers who went on strike in 2023 over the use of AI in film and television. Representatives of creative industries, such as the Bectu union, express worries that the technology could negatively impact the work of stylists, makeup artists, and other professionals.
Models and their representatives are also voicing concerns about fair compensation for the use of digital twins. Model Alliance founder Sara Ziff emphasizes the importance of regulating this process and ensuring models’ consent. H&M assures that models will be paid for the use of their twins, with the amount to be agreed upon with the modeling agency.
