Are Digital Twins the Next Supermodels? H&M Thinks So.
The line between fashion and fantasy just got blurrier. H&M, the global fast-fashion juggernaut, has officially entered the AI age—replacing traditional models and sets with hyper-realistic digital twins in its latest campaign. Launched on July 2, the campaign is part of a bold, tech-powered experiment that’s set to run through autumn.
“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion,” said Jörgen Andersson, Chief Creative Officer at H&M.
And it’s not just about style—it’s also about speed and savings. According to insiders, fashion platforms like Zalando have already seen up to 90% cost reductions and campaign turnarounds in just four days using AI-generated content.
Behind the Pixel-Perfect Glamour
The stunning visuals were crafted in collaboration with Swedish tech firm Uncut, featuring photorealistic models placed in sleek, futuristic backdrops—no photographers, studios, or physical locations needed.
Yet not everything is disappearing: Johnny Kangasniemi, a longtime H&M photographer, now splits his role between camera work and prompt engineering—highlighting how creatives are evolving into digital storytellers and data curators.
AI Meets Ethics: The Industry’s Ongoing Debate
H&M has made a point to label all AI-generated images clearly and uphold fairness with real-world models, like Vanessa Moody, who maintain rights and earn revenue from their digital twins. Moody even called the process “professional, collaborative, and transparent.”
But the debate is far from over.
According to Getty Images research, nearly 90% of consumers want transparency when it comes to AI-generated visuals. And legal experts are raising concerns: How do you protect likeness rights? What if diversity gets lost in algorithmic ideals? The Fashion Law warns of a slippery slope if tech races ahead of regulation.
The Verdict: Innovation or Illusion?
For now, H&M is leaning into the buzz, with more AI-powered drops expected in the coming months. The big question? Will shoppers fall in love with pixels the same way they do with fabrics?
As fashion accelerates into the digital world, one thing is certain: the runway of the future won’t always be real—but it will definitely be dazzling.
Stay tuned with Fame & Flair as we cover the fashion industry’s boldest innovations and its most controversial moves. From couture to code—this is where the future unfolds.
