“

Fashion brand H&M recently released a campaign featuring model Mathilda Gvarliani in two photographs, one real and one digitally manipulated. This new trend has sparked discussion within the fashion industry concerning the impact on models and other workers involved in photo shoots.

– The company is in an exploratory phase of the project, working closely with creatives in the industry.
– H&M aims to maintain a “human-centric approach” while incorporating new technology into its marketing strategies.
– The Fashion Workers Act, a new law coming into effect in New York State, will provide protections to models, including pay transparency and control over their digital replicas.

Other states and some European countries have laws regarding individual rights over digital replicas, but New York’s law specifically focuses on models. The Model Alliance, an advocacy group, has expressed concerns about consent, compensation, and the potential loss of jobs within the industry.

– A.I.-generated models can be fictitious representations or digital replicas of real people.
– The use of digital forms in the fashion industry has been growing as retailers seek to balance brand appeal, transparency, and costs.

Various companies, like Levi Strauss and Mango, have previously utilized A.I. technology in their marketing campaigns, showcasing a mix of digital and real models in their promotions.

– The Model Alliance is evaluating H&M’s campaign, featuring examples of models next to their digital clones.
– The campaign includes quotes from models expressing excitement about their digital twins.

In response to questions about the authenticity of these quotes, an H&M spokesman confirmed that they are real quotes from the models involved. The use of A.I. technology in fashion campaigns continues to raise questions about ethics, consent, and the future of the industry.