H&M creates digital twins of models for virtual fashion shows

A new wave of AI technology is shaking up the fashion industry, and H&M is at the forefront of this innovation. They’re creating “digital twins” of models that are virtually identical to the real deal and could soon be featured in online marketing campaigns. According to the Business of Fashion, here’s what’s happening in this brave new world.

H&M is on a mission to digitize 30 models this year, capturing every detail from their birthmarks to their movement patterns through an extensive photoshoot process. A tech company called Uncut is lending a hand to bring these digital twins to life.

Surprisingly, the models themselves own the rights to their virtual doppelgangers and can negotiate payment for their appearances just like they would for traditional modeling gigs. They can even make their digital selves available for other brands’ shoots.

Some high-profile models, such as Vilma Sjöberg and Mathilda Gvarliani, have already had their digital twins replicated. These models have graced the pages of Vogue and walked the runway for Chanel, showcasing just how realistic this AI imagery can be. In fact, a majority of BoF staff couldn’t tell the difference between Gvarliani’s real photos and her digital twin in a recent survey.

H&M’s Chief Creative Officer, Jörgen Andersson, recognizes that AI is here to stay in the fashion industry. While this technology presents exciting opportunities for models and agencies, there are concerns about its potential impact. For example, allowing models to work multiple jobs simultaneously could limit opportunities for up-and-coming talent.

Moreover, e-commerce photoshoots using digital twins may not require a full crew, which could affect makeup artists and other on-set workers. In the UK, over half of the Broadcasting, Entertainment, Communications, and Theatre Union believe that AI will have a negative impact on the fashion industry.

Fortunately, a New York bill set to take effect in June will protect fashion workers’ rights to their digital replicas. Brands and agencies will be required to obtain models’ written consent before using their digital twins in any capacity.

This digital twins trend is definitely changing the game in the fashion industry. It’s a fascinating development that raises important questions about the future of modeling and the impact of AI technology on the creative process. Keep an eye on this space as more brands and agencies explore the potential of digital twins in the world of fashion.