H&M’s AI Models: The Impact on the Fashion Industry

H&M, the renowned Swedish fashion brand, is making waves with its plan to create digital clones of 30 models using artificial intelligence (AI) for future social media and marketing initiatives. This move has sparked controversy among various groups concerned about the potential implications for employment in the fashion sector. Many critics assert that substituting live models with digital counterparts could jeopardise the careers of models, photographers, and other creative professionals who partake in traditional fashion shoots.

H&M maintains that the models will hold rights over their digital replicas and will be compensated similarly to their current arrangements. However, this initiative has ignited discussions regarding authenticity and the future direction of fashion. H&M’s chief creative officer, Jörgen Andersson, stated that the brand is eager to explore innovative ways to present their fashion while leveraging new technology, all while upholding their dedication to personal style.

The fashion retailer is partnering with Swedish technology company Uncut to realise these AI models, reflecting a wider trend among fashion labels such as Levi Strauss & Co., which have also ventured into AI-driven strategies.

In alignment with social media platform standards, H&M’s AI-generated content will feature watermarks to ensure audiences are aware of its digital origin. However, worries persist despite these transparency efforts, as there remains a significant apprehension about the potential threat posed to conventional roles within the industry. American influencer Morgan Riddle has called H&M’s strategy “shameful,” voicing concerns over possible job reductions on set.

Sara Ziff, the founder of Model Alliance, expressed “serious concerns about the use of digital replicas without sufficient safeguards.” She pointed out the risk of AI encroaching on roles that have traditionally been performed by humans, sparking critical discussions regarding consent and remuneration in the fashion realm.

While certain individuals within the modelling industry perceive AI as a potential pathway to increased work opportunities, the overarching impact on workers’ rights and job security remains a contentious issue. As digital content becomes increasingly ubiquitous, the fashion industry finds itself navigating a delicate balance between welcoming innovation and preserving employment opportunities.

H&M’s launch of AI-generated models marks a pivotal movement towards digitalisation within fashion, with industry observers closely monitoring its effects on the employment landscape. The conversation around innovation versus job displacement is set to evolve as AI’s involvement in fashion continues to grow.