H&M, the renowned global fashion retailer, is venturing into the realm of artificial intelligence (AI) by creating digital replicas of 30 models. Business of Fashion was the first to break the news on this creative initiative. Streetwear giant H&M wants to increase diversity in its advertising without losing the focus on humanity that’s become a signature. Together with Swedish tech company Uncut, the firm has started creating these AI-supported likenesses. According to H&M, models will have ownership of their digital twins. Instead, they will get paid the same way they do now, even though technology is much more advanced.
Overall, the campaign serves to underline H&M’s determination to be at the cutting edge of how new technology is used to present fashion. Jörgen Andersson, chief creative officer of H&M, said on the company’s dedication to personal style. He focused on their efforts to get creative with new technology and equipment.
“We are curious to explore how to showcase our fashion in new creative ways – and embrace the benefits of new technology – while staying true to our commitment to personal style.” – Jörgen Andersson
Operating over 4,000 stores across 75 markets, H&M manages several brands, including Arket, Cos, Monki, & Other Stories, and Weekday. Their minds are open, but their adoption of AI-generated models is a test drive to bring in that digital innovation while maintaining their human-centric ethos. Robo models H&M’s initiative may not just leave human skin tones and body types unrepresented, but ruin jobs for photographers, makeup artists, and more.
Not everyone welcomes this technological leap. American travel influencer Morgan Riddle condemned the decision on her Instagram stories.
“RIP to all the other jobs on shoot sets that this will take away.” – Morgan Riddle
Additionally, Paul W. Fleming, General Secretary of the trade union Equity, underscored the necessity for models to have control over their likenesses and receive fair compensation.
“This is an abhorrent violation when all of our likenesses are incredibly personal to each of us.” – Paul W. Fleming
H&M is currently aiming for models to have 100% control over their digital likenesses. The company is equally focused on making sure that models are paid fairly for the usage of their likeness. Fleming further noted the value of having these AI protections ingrained into union contracts and legislation.
“Whilst we support brands who appear to be moving in this direction, this must be backed up by the widespread adoption of AI protections in union agreements and legislation that protects workers’ rights.” – Paul W. Fleming
H&M’s endeavor reflects a broader trend towards integrating AI in various industries while raising concerns about job displacement and personal rights. As the company moves forward into this exciting but complex space, it has committed to ongoing engagement with stakeholders to tackle these challenges and pitfalls.