A year ago, the Spanish fashion manufacturer Mango burst the bomb: his current summer fashion campaign 2024 for the “Sunset Dreams” collection? The company announced that this was completely generated by artificial intelligence. The location, the sunsets and the models: there was really none of it, everything from the AI. Real were only the clothes that were shown. But the whole fashion shoot was decomposed.
Since then, other fashion labels have followed. In March 2025, H&M also presented his spring fashion in 2025 with AI models-but there were already in the real world. Only they weren't for a shoot for the Swedish fashion label, did not attract 50 different outfits and stood in the studio for two days, but they have their “digital twins”. In the H&M campaign, AI-generated Avatare Real existing models carry fashion.
Generate or duplicate – this is the question here
Generate or duplicate-there is hardly a fashion house that is not trying around with it, you can read in the specialist press. Prada, Levi's and the Otto shipping-everyone has already advertised with pictures of non-real models (with more or less good response: When Levi's “diversity” generated by AI, the shot backfired). And that has consequences for everyone who participates in such a campaign; For the models, of course, but also the fashion photographers and the model agencies.
Andreas von Estorff is the owner and founder of such a model agency. One who always wanted to be a little bit ahead of others: his company Modelmanagement.com actually does not actually see itself as an agency, but as an international model management platform. Basically “like Airbnb or Booking.com: A global tech platform that end customer direct access to the supplier, in this case the models,” said the founder.
Source: https://www.businessinsider.de/gruenderszene/special/kuenstliche-intelligenz-im-startup/model-branche-ki-koennte-sein-business-killen-aber-dieser-gruender-hat-andere-plaene/
