H&M is involved in the growing list of fashion companies that use artificial intelligence (AI) in their online communication.
The retailer plans to create digital digital twins real models that are used in social media posts and marketing campaigns provided that the models are correct. Already 30 models, including the Mathilda Gvarliani, have given their consent. “She is just like me, just without jet lag,” Gvarliani commented on the picture of her AI twin for H&M.
“Creativity and radical curiosity have always defined who we are at H&M. Now we enter new territory – generative AI – and discover how technology can open up new ways to present our design in an innovative way, while we remain loyal to our human -oriented approach,” said Jörgen Andersson, Chief Creative Officer from H&M in a post on the LinkedIn career network. “The possibilities are almost unlimited. We can research and improve creativity what benefits us and the entire industry.”
But innovation not only encounters approval. Influencer Morgan Riddle expressed significant criticism on Instagram and warned of possible negative effects on jobs in the fashion industry and the rights of the models.
“We believe that through cooperation with other creative people within the industry, such as agencies and the models themselves, we do this in a responsible way,” the fashion group emphasized when asked by fashionunited. In an interview with the industry magazine Business of Fashion, H&M also assures that the models keep control of the use of their digital replicas and – as with regular photo shoots – are financially compensated for. The first AI-generated images should also be provided with a watermark to make it clear to consumers: clearly recognizable inside that it is AI models.
H&M is not the first fashion company that uses AI models. As early as 2023, Levi Strauss & Co. released a campaign with AI-generated models in cooperation with the Amsterdam startup Lalaland. The fashion chain Mango also launched its first campaign with a AI model in July 2024.
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