Fashion Giant HM Introduces AI Clones of Models

H&M Rolls Out AI-Powered 'Digital Twins'

Swedish fashion giant H&M has begun integrating AI-generated models, which it refers to as “digital twins,” into its marketing materials. This move follows earlier reports from April that H&M was developing digital clones for 30 of its models, and the first images from this initiative are now public.

These striking images were not captured by a photographer. Instead, they were generated by a sophisticated machine learning algorithm trained on a vast dataset of real photographs of the models. The result is a set of synthetic images so realistic that most viewers might not realize they are looking at a computer-generated person.

A Tool for Creativity or a Replacement?

In response to the growing controversy, H&M has defended its use of AI. In an official Instagram post, H&M's Chief Creative Officer, Jörgen Andersson, framed the technology as a collaborative tool rather than a replacement for human talent. “It’s not a question of man versus machine, I think it’s man and machine,” Andersson stated. “What the machine can do is basically amplify human creativity.”

This sentiment was echoed by photographer Johnny Kangasniemi, who has worked with the technology. “It’s not something that I see is going to replace photography in any sense,” he commented. “I think it’s going to be more of an extra tool.”

Industry Professionals Voice Concerns

Despite these assurances, many in the creative industry are skeptical. Critics argue that relying on AI for model imagery could ultimately eliminate jobs for photographers, makeup artists, hair stylists, and other professionals involved in a traditional photoshoot.

The comment section of H&M's post reflected this unease. One user directly challenged Kangasniemi’s view, asking, “Can you explain your comments on photographers not being replaced more? H&M studio used to hire lots of different photographers to do e-commerce / lookbooks, so now by using AI, clearly they are starting to be replaced unless they are still using photographers’ images in the mock-ups and paying them?”

The Tech Behind the Trend

The creation of these “digital twins” involves taking numerous photographs of a human model from various angles and in different lighting conditions. This data is then used to train a machine-learning algorithm to generate new, original images of that model in any setting or outfit.

H&M is not a pioneer in this space. Other major fashion brands have already experimented with AI-generated campaigns. Mango recently launched a campaign with photorealistic AI images, and Levi's used AI-generated models in an effort to showcase more diversity, signaling a broader industry shift toward synthetic imagery.

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Image credits: H&M