Why Fashion Brands Are Replacing Models with AI

The fashion industry is increasingly embracing AI models—characters generated by artificial intelligence to advertise clothing instead of real people. Commercial model Sarah Murray publicly expressed concern over the replacement of human personalities with digital versions.

Debates over the ethics of this approach surged following the release of Vogue’s July issue, which featured an advertisement using an AI-generated girl. She embodied traditional North American beauty ideals: a slender physique, blonde hair, and sensuous pink lips.

The appearance of this digital creation in a prestigious fashion publication sent shockwaves through the industry. As a leading arbiter of taste, Vogue’s decision carries unprecedented weight in legitimising technological innovations.

Experts have highlighted that this move raises fundamental questions: if a complex creative product can be created instantly and at minimal cost, what value proposition do humans offer? What will happen to the numerous workers: models, photographers, stylists, designers?

Who Uses AI Models?

As of August 2025, several large and small companies are actively using virtual models to advertise clothing instead of real people. Notable examples include:

• Levi’s—in 2023, announced a partnership with the startup Lalaland.ai, which creates photorealistic AI models of various heights, ages, and skin tones;
• Calvin Klein—used artificial intelligence to generate models for advertising campaigns, including on social media and online catalogues;
• Zalando—the German retailer tested generating images so users could try on clothes on virtual models with different body parameters;
• H&M—uses AI models in online catalogues;
• DressX—a digital fashion brand entirely based on virtual clothing and AI models. It allows users to “try on” items in AR and use them for social media;
• The Fabricant—a Dutch digital fashion company, releases clothing only in digital form, using AI for modelling and showcasing;
• Prada, Gucci, Balenciaga—employ virtual influencers and CGI models.

This approach allows brands to save on shoots and logistics, quickly create images in various styles, sizes, and appearances, offer customisation options, and adapt more swiftly to trends.

To Implement or to Prohibit

Co-founder of the advertising AI company Silverside AI, PJ Pereira, noted that the new approach is linked to scalability issues.

“Fashion brands’ marketing systems were initially designed to create four major campaigns a year. But social media and e-commerce changed everything: now, 400 to 400,000 pieces of content are needed. Traditional methods physically cannot cope,” he said.

Murray emphasised that while artificial intelligence reduces costs, it calls into question the sincerity of brands’ statements. She doubts that AI truly complements rather than replaces live models—especially considering how many real people are seeking opportunities to work with major companies.

In her view, this shift will disproportionately affect “atypical” commercial models, including diverse appearances. As an example, she cites Levi’s advertisement, where instead of hiring real models of different types, the brand simply generated “digital diversity.”

Some consider the creation of digital copies an acceptable solution in the AI era. Former model and founder of Model Alliance, Sara Ziff, advocates for the Fashion Workers Act, which requires consent and compensation for using virtual versions. This would allow models to “attend” multiple shoots simultaneously and earn additional income.

Meanwhile, competition is intensifying. Model and founder of the organisation WAYE, Sinead Bovell, notes that people have to compete with vibrant, unconventional digital images. She recommends developing a personal brand, using podcasts, ambassadorship, and other income sources.

Art technologist Paul Mujino, who works with high fashion houses, pointed out that people have an inherent desire for “sensual reality,” slight imperfections, and human contact.

“Many successful models have reached heights precisely because of features—teeth, gaze, expression—that are imperfect but charming,” he emphasised.

Still an Experiment

Founder of the model booking platform Ubooker, Claudia Wagner, believes that AI modelling in fashion remains experimental. Her team found Guess’s advertisement technically interesting but not innovative or effective.

She and Pereira believe that artificial intelligence will remain in the industry. It will either integrate into creative processes, or brands will license the images of real people to create synthetic scenes. Some companies are currently avoiding this, fearing negative reactions from audiences.

Back in July, Google launched a new AI feature that allows virtual clothing try-ons.