H&M Releases First AI Model Images

Going Live With Digital Twins

The images hit H&M’s Instagram last week, alongside interviews with model Vanessa Moody and chief creative officer Jörgen Andersson explaining their AI approach.

This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent, says Vanessa Moody, model.

H&M first announced digital twin plans in March, positioning itself as leading industry AI conversations that consider models, agencies, and fashion professionals. The company works directly with models to create digital counterparts, with the models keeping full control over their twins.

The Backlash Isn’t Going Away

AI models have sparked major controversy in fashion. Levi’s previously explored using AI models to show more diverse body types and ethnicities on its website but faced public pushback over job concerns.

Critics worry about long-term impacts on photographers, makeup artists, hair stylists, and other creatives who might become unnecessary if AI handles all imagery creation. H&M is pushing ahead anyway.

We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many, says Jörgen Andersson, Chief Creative Officer, H&M

H&M plans more digital twin imagery across different cities this fall. This is clearly just the beginning.

What It Means for Fashion

This puts H&M front and centre in fashion’s AI shift. While other brands quietly tested AI models or dropped plans after backlash, H&M is openly embracing the technology.

Working with real models to create digital twins sounds like it addresses replacement concerns. But questions remain about whether this approach actually protects human jobs long-term.

Models keeping control over their digital twins sounds positive. But what does that mean practically? How much control do they really have? What happens when AI becomes the preferred choice for efficiency or cost reasons?

AI Model Images: The Bigger Picture

AI models are moving from experimental to operational in major fashion retail. H&M’s scale means this could set industry standards.

How H&M’s approach performs will likely influence other fashion and e-commerce brands. Smooth rollout? Expect more retailers to follow. Significant negative response? It might slow industry adoption.

For now, H&M seems committed to digital twins despite ongoing controversy. The fall rollout will show how consumers and the industry actually react to AI models in mainstream fashion in the e-commerce overall.