Fashion is at a tech crossroads. H&M just announced a big bet on AI, creating digital twins of 30 human models. This project is a collaboration with tech firm Uncut, aimed at boosting marketing and visual content for the brand.
It’s part of a bigger shift in the fashion world, where AI is gaining ground. From automating production to personalized ecommerce, brands are using AI to increase efficiency and user experience.
To make these digital models, you need to capture a ton of images and videos of the real models from all angles. Then, AI systems study this data to recreate the models’ movements, facial expressions, and gestures. This way, brands can access their models online 24/7, without the physical and logistical limits of photo shoots.
The models involved will keep the rights to their digital doubles, letting them control how their images are used and even sell them to other companies. For now, H&M plans to use these digital models for social media campaigns, with watermarks to show they’re digitally created.
Not everyone is excited about this. Some industry professionals, like photographers and stylists, worry about their jobs. US model Morgan Riddle said on social media that this could “dismantle an entire industry.” She stressed the importance of human creativity over gradual eradication.
Moreover, digital models could affect mental health, especially among young people, by promoting unattainable beauty standards.
Despite the criticism, H&M is committed to tech innovation. They believe digital models can make their ad campaigns more adaptable and effective. The company admits the long-term impact of AI on fashion is uncertain, but they think it’s essential to explore new ways to present their brand creatively.
Under this approach, AI could be seen as a tool, freeing professionals from mundane tasks and letting them focus on strategic and artistic aspects of design. Finding a balance between tech and human creativity is key to keeping fashion expressive and cultural.
H&M isn’t the only brand experimenting with AI models. Mango used them in their ad campaigns last July, which helped boost sales. Companies like Revolve have started using tech to create clothing images without human models. They’ve even launched AI-designed collections, collaborating with creative studio Maison.Meta.
This move marks the start of a new era in fashion and advertising. Digitalization lets brands cut costs and increase efficiency, while exploring new visual communication methods. But can authenticity and creativity be maintained in an industry becoming more efficient?
The debate is still open. While some see this tech as innovative, others view it as a threat. AI is here to stay, and its influence on fashion will become more evident in the coming years.
The future of fashion in the digital age
As the industry evolves, we can expect more brands to follow H&M’s lead. The question is, what will happen to human models and the creative professionals who work with them? Will AI-enhanced fashion become the new norm, or will there be a backlash against the use of digital models?
Only time will tell, but one thing is certain – the fashion industry will never be the same again. With AI on the scene, the future of fashion is looking increasingly digital.
A new paradigm in fashion advertising
The use of digital models is not just about cost-cutting; it’s also about creating new opportunities for brands to connect with their audiences. With AI-generated content, brands can create personalized ads, social media posts, and even entire campaigns tailored to specific demographics.
This level of customization was previously impossible with human models, who are limited by their physical presence and availability. Digital models, on the other hand, can be easily replicated, modified, and updated to fit different marketing strategies.
As the technology improves, we can expect to see more sophisticated digital models that can mimic the nuances of human behavior, from facial expressions to body language. This could lead to a new era of hyper-realistic advertising, where the line between human and digital is increasingly blurred.
But as we hurtle towards this future, it’s essential to consider the potential consequences of relying too heavily on digital models. Will we lose the authenticity and uniqueness that human models bring to a brand? Or will AI-enhanced fashion become the new standard, rendering human models obsolete?
The answers to these questions will unfold in the coming years as the fashion industry continues to evolve. One thing is certain, though – the future of fashion is digital, and it’s arriving faster than we think.
