In August 2025, Vogue US printed a Guess commercial that includes two AI-generated fashions, created by London-based company Seraphinne Vallora. Dubbed Vivienne and Anastasia, the fashions have been introduced as hyper-realistic representations of girls, with a small disclosure noting their AI origin — a element simply missed by readers.
The marketing campaign instantly sparked social media uproar. On TikTok, customers criticised each Vogue and Guess for utilizing “pretend ladies,” with some calling for subscription cancellations or a boycott of the journal. Life-style creator Payton Wickizer stated, “The truth that they’re utilizing pretend ladies of their magazines — speechless.” Marissa Spagnoli, referencing Guess’s iconic previous campaigns with Eva Mendes and Drew Barrymore, added, “This doesn’t make me wish to purchase something.” Different commenters expressed concern for the livelihoods of fashions, photographers and creatives probably displaced by AI-generated alternate options.
Psychologist Dr. Nicole Hawkins emphasised the psychological influence, noting that publicity to digitally perfected photos can normalise unrealistic magnificence requirements, main younger ladies and women to internalise unattainable beliefs and really feel insufficient. In response, Seraphinne Vallora co-founders Valentina Gonzalez and Andreea Petrescu careworn that their purpose is to complement — not substitute — the style trade. “The guts of style is images,” Gonzalez stated. “We are going to by no means problem that. That is meant to only complement and so as to add a brand new avenue of selling.”
Guess’s AI marketing campaign is much from the primary experiment on this house and previous examples illustrate the challenges manufacturers face when adopting AI-driven imagery. In 2024, Victoria’s Secret collaborated with Maison Meta on a Barbie-inspired AI marketing campaign, however the hyper-realistic fashions have been later adjusted to look overtly CGI, undermining the model’s rebranding efforts towards inclusivity. Equally, Levi’s partnered with Lalaland.ai in 2023 to showcase various physique sorts digitally, but critics accused the model of “pretend variety,” arguing that actual fashions might have achieved the identical illustration whereas preserving jobs. H&M’s use of digital “twins” of actual fashions in 2025 raised questions on consent and the displacement of artistic groups and Mango’s deployment of AI fashions to hurry up content material for teenage audiences provoked complaints about inaccurate physique illustration and the perpetuation of fast-fashion harms. Even speculative discussions about manufacturers like SHEIN recommend that AI could turn out to be a pure extension of ultra-fast, low-cost content material manufacturing, illustrating potential moral pitfalls within the trade.
Past these controversies, AI-generated style campaigns elevate a basic query on the moral {and professional} implications of utilizing AI in style campaigns. Inventive administrators equivalent to Sybille de Saint Louvent have used AI to provide campaigns for Prada, Gucci and Jil Sander, recreating model signatures with exceptional precision. At first look, these photos seize the acquainted id of every model, but critics argue they lack the depth and storytelling that human-led campaigns present. Laurent François — managing companion at 180 — notes that totally AI-driven campaigns usually really feel “anecdotal,” replicating the previous fairly than creating compelling new narratives. Some manufacturers have begun to discover AI’s potential to increase artistic prospects — equivalent to Moncler Genius and Adidas Originals’ 2023 collaboration — which blended AI-generated adventurers with mixed-media sculptures to create immersive experiences that transcend mere product show.
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Past manufacturers — companies equivalent to Deep Company permit manufacturers to create totally digital photoshoots utilizing artificial fashions or AI variations of actual folks — elevating additional questions on consent, illustration and accountability. Critics argue that whereas AI guarantees effectivity and inclusivity, it dangers eroding the human creativity {and professional} livelihoods that underpin the trade. With AI-generated imagery turning into more and more indistinguishable from actuality, calls are rising for clearer regulation, transparency and labour protections to make sure that expertise augments fairly than replaces human expertise.
The moral implications of AI in style lengthen far past aesthetics alone as customers proceed to demand transparency and campaigns that rely solely on AI threat eroding model credibility. The expertise additionally raises severe labour issues, as fashions, photographers, stylists and make-up artists could also be changed by cheaper, infinitely reproducible digital alternate options. Problems with consent and likeness rights are rising as properly, with human fashions probably shedding management over digital replicas of their picture. Furthermore, generative AI is energy-intensive, prompting questions on environmental duty in a sector already scrutinised for sustainability.
The rise of AI-generated influencers additional illustrates the moral and financial stakes of digital fashions in style. Spanish AI influencer Aitana Lopez — created by the design company The Clueless — has amassed 127,000 Instagram followers and reportedly earns as much as USD 11,000 per thirty days by means of sponsored content material, demonstrating the profitable potential of digital personalities. These AI figures function with out the restrictions or calls for of human labour, responding to followers in a number of languages, sustaining curated personas and showing in model campaigns across the clock. Whereas company founders insist these fashions are supplemental fairly than replacements for human expertise, their existence highlights the rising commodification of digital personas and the danger of normalising algorithmically generated beliefs over actual human illustration — elevating questions on authenticity and the psychological influence on audiences.
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Past this, there’s the rising commercialisation of human-like personas, as manufacturers more and more put money into digital figures that may be meticulously managed and monetised — free from the unpredictability of actual folks. Other than advertising and marketing, AI influencers additionally blur the road between actuality and simulation, difficult audiences to discern real human illustration from algorithmically generated personas.
Consultants recommend that essentially the most accountable use of AI lies in augmenting fairly than changing human creativity. By automating repetitive or purely practical duties, manufacturers might unencumber assets for manufacturing design and significant viewers engagement, fairly than merely slicing prices. As AI expertise continues to evolve, the choices style homes make now will outline the moral and artistic panorama of the trade for years to return. Vogue US’ Guess controversy illustrates each the promise and perils of AI in style. On the one hand, they’ve the potential to provide hanging visuals, however with out cautious oversight, AI dangers undermining authenticity, labour rights and the very human artistry that has lengthy been on the coronary heart of the trade.
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