H&M digital model twins

H&M has unveiled the first images of digital twins of models created with the help of artificial intelligence. The visuals were shared on the brand’s account alongside an interview with H&M’s Creative Director Jörgen Andersson and model Vanessa Moody. “It’s not here to replace everyone. It’s here to be combined with what we’re already doing,” Moody explained, emphasizing that real models will retain full control over their digital copies.

H&M representatives stated that they aim to rethink the creative process and plan to continue the conversation around the ethical use of AI in fashion.