The plans of the Swedish H&M fashion giant to generate digital clones of 30 models using artificial intelligence (AI) for the next social media and the marketing campaigns have caused the extent of various sectors concerned with the implications for human jobs in the fashion industry. Critics argue that replacing real models with digital versions could threaten the means of subsistence of models, photographers and other creation professionals involved in traditional fashion shoots.
Although H&M ensures that the models will maintain rights on their digital duplicates and will receive compensation similar to current agreements, this decision has raised questions about the authenticity and the future of fashion. “We are curious to explore how to present our mode of new creative ways – and to adopt the advantages of new technology – while remaining faithful to our commitment to personal style,” said Jörgen Andersson, creative director of H&M.
The fashion retailer collaborates with the Swedish technology company UNECUT to give life to these AI models, reflecting a broader trend among fashion brands like Levi Strauss & Co., which have explored similar AI strategies.
In accordance with the requirements of the social media platform, the publications generated by the H&M AI will wear watermarks to inform the public of the digital nature of the content. However, concerns persist despite these transparency measures. However, these movements have often been encountered by skepticism because of their perceived threat to traditional roles within the industry. American influencer Morgan Riddle criticized H&M’s decision as “shameful”, expressing fears concerning potential job losses on the set.
The founder of Model Alliance, Sara Ziff, has expressed “serious concerns concerning the use of digital replicas without significant protection”. She highlighted the risk of transitioning the roles of AI historically fulfilled by humans, raising critical questions about consent and remuneration in the fashion sector.
While some in the modeling industry consider AI as a potential avenue to accept more work, the overall impact on workers’ rights and employment safety remains controversial. As digital content becomes more omnipresent, the fashion industry faces a difficult balancing act between the adoption of innovation and the safeguard of employment.
The introduction by H&M of models generated by AI means a significant change towards digitization in fashion, the stakeholders of the industry by looking closely how it affects the landscape of employment. The dialogue around innovation against moving employment continues while the role of AI in fashion is developing.
