H&M is taking a new step in fashion marketing by developing 30 digital twins of human models to experiment with artificial intelligence in showcasing its apparel, footwear, and accessories. The initiative seeks to explore how generative AI might contribute to creative expression while maintaining the brand’s core principles of individuality and style. As digital strategies grow in importance, fashion retailers are increasingly testing nontraditional tools to increase efficiency and reduce costs. The retailer’s decision to keep human models involved by giving them rights over their digital twins, including licensing opportunities, suggests a hybrid model of human and digital collaboration. This signals a cautious but strategic approach to integrating technology without abandoning traditional roles within the fashion ecosystem.
Earlier AI implementations in fashion have sparked mixed reactions. Mango introduced an AI-based campaign for its Sunset Dream collection last year, which garnered backlash over authenticity and job concerns. Levi’s faced similar criticism in 2023 for its partnership with Lalaland.ai, though it clarified the AI models were meant to supplement, not replace, human representations. In contrast, The Diigitals agency has successfully licensed AI models like Shudu for major brands such as Lexus, Samsung, and Karl Lagerfeld. These examples underscore both commercial interest and controversy around digital modeling.
How Will AI Models Impact H&M’s Operations?
H&M indicated that AI-generated models might be used in marketing and social media, though specifics remain undecided. The company stated that digital model usage will not replace its commitment to a human-centric perspective.
“We are curious to explore how to showcase our fashion in new creative ways — and embrace the benefits of new technology — while staying true to our commitment to personal style,”
a spokesperson said. The retailer also confirmed that all AI-produced images will be watermarked for transparency.
Models participating in the project will retain the rights to their digital avatars, receive compensation aligned with current contracts, and may license their digital likenesses to other companies. This approach addresses emerging concerns about digital rights in the AI modeling space.
“H&M’s use of AI-generated avatars marks a shift toward greater efficiency in fashion marketing, enabling faster campaign turnarounds and significant cost savings,”
said Gleb Tkatchouk, product director at Arta, an AI image generator.
What Ethical and Legal Issues Surround AI Fashion Models?
The fashion sector’s adoption of AI-generated models raises ethical and employment-related questions. Critics argue that such initiatives could threaten roles traditionally held by photographers, stylists, makeup artists, and set designers. Tkatchouk acknowledged these concerns, noting that while AI offers creative flexibility, it also challenges authenticity.
“The big question is whether AI replicas will evoke the same emotional resonance as real people among consumers whose value of authenticity is particularly strong,”
he said. He also emphasized the need for clear legal frameworks to regulate licensing and protection against unauthorized modifications of digital avatars.
Fashion workers and professionals have voiced similar concerns. Saige Thomas of Texas Fashion Week stressed the importance of equitable compensation across all roles involved in AI-generated content.
“We have to ensure models are paid per use and that there are monetary benefits for all of the professionals who helped make that generated image possible,”
she noted. She also highlighted that AI should be used to drive innovation rather than replace human creativity entirely.
As H&M explores AI tools, the broader industry faces a balancing act between technological advancement and workforce sustainability. While leveraging AI can reduce production timelines and costs, it also requires robust policies to manage artist rights, copyright, and usage terms. Fergal Glynn of Mindgard emphasized the long-term scalability AI provides.
“It’s like benefiting endlessly from the likenesses of these models,”
he said. However, its successful integration depends on addressing legal and ethical complexities early in the adoption process.
Digital twins and AI-generated models are becoming more common across fashion campaigns, but their acceptance depends on their alignment with consumer values and transparency standards. Brands must weigh operational benefits against potential public concerns over authenticity and fair compensation. For retailers, the key lies in using AI not as a replacement but as a tool to increase diversity, flexibility, and creativity in marketing. Companies that develop legal mechanisms for digital rights, equitable pay models, and transparency protocols are more likely to avoid backlash and attract consumer trust. For professionals in fashion, staying informed about AI developments and adapting skillsets to interact with digital tools may offer new opportunities in evolving creative workflows.
