AI Models: The New Faces of Fashion

AI Models

 AI Models: The New Faces of Fashion

The August 2025 issue of Vogue ignited debate—not just for Anne Hathaway’s cover but for Guess’s latest campaign featuring AI-generated models. Developed by London-based agency Seraphinne Vallora, the campaign blended real model photography with digital rendering to create virtual figures “Vivienne” and “Anastasia.”

Supporters see AI models as cost-effective, flexible, and creatively limitless. Critics argue they set unattainable beauty standards, reduce diversity, and threaten jobs for real models, photographers, and makeup artists. Brands like Mango, Levi’s, and H&M are experimenting cautiously, some granting human models rights over their digital likenesses.

The trend mirrors the rise of virtual influencers—capable of global campaigns without travel or time constraints. Yet experts warn that without ethical guidelines, the technology could exploit rather than empower. As the line between real and virtual blurs, emotional connection, representation, and fair labor practices may decide whether AI becomes fashion’s next revolution or its most controversial chapter.