Digital Doppelgängers: H&M’s AI Model Clones Threaten Jobs, Redefine Fashion—And No One’s Safe

The End of Human Models?

In a move that could reshape fashion forever, H&M is creating 30 “digital twins” of real-life models this year, blurring the line between human talent and artificial intelligence. The company claims this will allow models to “work for any brand” while getting paid for each use—but critics warn it’s a slippery slope toward mass job losses in an industry already plagued by exploitation.

“This isn’t innovation—it’s a corporate power grab,” says Sara Ziff, founder of the Model Alliance. “If brands can use digital clones indefinitely, why hire real people ever again?”

The AI Takeover Has Already Begun

H&M isn’t alone. Levi’s faced backlash last year for using AI-generated models, while Mango released an entirely AI-crafted campaign. Meanwhile, virtual influencers like South Korea’s Rozy (who “lives” entirely online) are raking in brand deals—without ever needing a meal break, a paycheck dispute, or a day off.

The scariest part? These digital models never age, never complain, and never unionize.

“We Own You Now”: The Dark Side of Digital Clones

H&M insists models will retain rights to their digital twins—but what happens when a clone outlasts its human counterpart? Will a 50-year-old former model still get paid when her 20-year-old AI version stars in a campaign?

Paul W. Fleming of Equity, the UK entertainment union, warns:
“AI cannot exist without human labor, yet companies are rushing to replace workers without legal safeguards. This is a race to the bottom.”

Fashion’s AI Dystopia Is Here

The implications go beyond models:

• Makeup artists, stylists, photographers—all could be replaced by AI.
• Virtual shoots mean no more location fees, no crew wages, no overtime.
• Brands could recycle the same digital faces forever, erasing diversity and real human expression.

Is Resistance Futile?

Some say regulation is the only hope. Spain has already passed AI transparency laws, and the EU’s AI Act could force brands to disclose synthetic content. But with fashion giants racing to cut costs, will lawmakers act fast enough?

The Future of Fashion—Or Its Downfall?

H&M’s experiment could be the start of a bloodless revolution—one where human creativity is outsourced to algorithms. The question isn’t just “Can AI replace models?” but “Will fashion lose its soul?”

One thing’s certain: The runway will never be the same.