(qlmbusinessnews.com . Mon 31st Mar, 2025) London, UK —
“Revolution in Fashion: H&M to Feature AI Model Clones in Marketing”
Fashion retailer H&M has announced plans to incorporate artificial intelligence into its advertising by creating digital “twins” of 30 models. The company intends to use these AI-generated replicas in select social media posts and marketing campaigns, provided that the models grant permission. H&M’s Chief Creative Officer, Jörgen Andersson, explained that the initiative is an exploration into new creative methods that align with the brand’s commitment to personal style.
While H&M insists that its approach remains “human-centric,” the move has raised concerns among industry professionals. Critics worry that using digital clones could diminish opportunities for models, photographers, and make-up artists. American influencer Morgan Riddle condemned the decision on Instagram, arguing that it undermines traditional roles on shoot sets.
H&M, which also operates brands such as Arket, Cos, Monki, & Other Stories, and Weekday, has over 4,000 stores globally. The retailer has clarified that models will retain full control over the use of their digital likenesses and will be compensated on terms similar to existing arrangements for the use of their images. The company is collaborating with Swedish tech firm Uncut, which is pioneering innovative production methods to streamline content creation.
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