Historically, the fashion industry has been a fertile ground for human creativity. From the earliest sketches to high-end photoshoots and iconic runways, fashion has always been an art form created by humans, for humans. For decades, creative talent has taken center stage, while technology played a supporting role as a tool to enhance the process.

However, that paradigm is shifting rapidly. The rise of disruptive technologies—particularly artificial intelligence (AI)—is beginning to transform the industry at its core. This evolution is not only reshaping how brands track and analyze trends but also revolutionizing design, production, and communication processes.A standout example is Stradivarius, part of the Inditex group, which took a major step with its Spring/Summer 2023 campaign by incorporating artificial intelligence. The campaign showcased garments in vibrant, dreamlike settings, with surreal landscapes and digital models whose faces were entirely generated by AI. While the clothes were real, nearly everything else was synthetic. This approach not only speeds up creative cycles and pushes the boundaries of design, but it also opens up bold new paths for visual innovation.

And among all these transformations, one of the most affected sectors is, without a doubt, modeling. Experts predict that many young women dreaming of gracing the runway or the pages of fashion magazines may soon be displaced by AI-generated figures. But perhaps the most heated debate centers on AI-generated models. While these digital figures offer clear operational benefits—24/7 availability, cost reduction, extreme customization—they also raise serious ethical and professional concerns.

Fashion houses are already actively partnering with companies that offer digital models. In 2023, Levi’s made headlines by partnering with digital studio Lalaland.ai to showcase its products using hyper-realistic AI-created models. According to the brand, the goal wasn’t to cut costs, but to increase representation and reflect greater diversity. The initiative aimed to help consumers see themselves in the bodies modeling the clothes, promoting a more inclusive and personalized experience.

In recent weeks, H&M took things even further by announcing the creation of digital replicas of 30 real-life models. This ambitious project seeks to streamline visual content production and marketing strategies through digital twins capable of mimicking gestures, expressions, and movements with remarkable precision. While this advancement promises efficiency and flexibility, it has also sparked legitimate concerns. Photographers, makeup artists, stylists, and other professionals fear that automation could replace traditional jobs and threaten their livelihoods.

In addition, psychological impacts on consumers—especially younger audiences—are a growing concern. What happens when beauty standards are shaped by virtual bodies designed with unattainable parameters? Will people be able to tell the difference between what’s real and what’s not?

In response to the backlash, H&M has stated that human models will retain rights over their digital replicas and will decide when and how they are used. This stance opens up a crucial new discussion about the ownership of virtual identity and the protection of workers in the face of automation. According to Jörgen Andersson, the brand’s creative director, this is just the beginning of a much-needed conversation about the role of AI in fashion. While the potential is enormous, the long-term consequences remain uncertain. Are we entering a new era of expanded creativity—or facing a quiet threat to the human authenticity that defines the industry?

The debate intensifies when we look at today’s most iconic digital models. Shudu, considered the world’s first digital supermodel, was created in 2017 by British photographer Cameron-James Wilson. Her debut in campaigns for brands like Balmain and Fenty Beauty was met with both admiration and controversy. Her dark skin, flawless elegance, and stunning realism made her a symbol of the virtual age.

Another relevant case is Imma, a Japanese digital model created by agency Aww Inc. in 2018. With her signature pink hair, futuristic style, and appearances in campaigns for luxury brands like Dior, Valentino, and Porsche, Imma has captivated both the public and the industry. With thousands of followers on social media, she’s become a true code-born influencer, setting entirely fabricated beauty standards. Her popularity sparks a fascinating conversation about the blurry lines between real and simulated identities—and how digital figures are reshaping our perception of contemporary aesthetics.

Artificial intelligence has moved beyond the realm of science fiction to become a concrete and transformative force within the fashion industry. Yet, its implementation is neither instant nor automatic. Like any advanced technology, AI demands learning, adaptation, and—above all—human insight. It is not a magical fix but a powerful tool that, when applied with care and intention, can open doors to previously unimaginable possibilities. As we stand at the edge of this technological frontier, we’re only beginning to witness its vast potential. From design and production to marketing and customer experience, AI is already reshaping the landscape with unprecedented creativity, precision, and personalization. But the real challenge lies in ensuring that this evolution respects the essence of fashion: its human soul. The future of the industry will depend on how we balance innovation with ethics, efficiency with empathy, and data with design sensibility.

Only then can we build a smarter, more inclusive, and sustainable fashion industry.

Photo Credits (left to right): IG @shudu.gram · IG @hm · IG @imma.gram