As the fashion industry increasingly embraces AI avatars and digital twins, the traditional concept of supermodels is evolving. But as beauty is reshaped by virtual perfection, what is truly at stake when it is no longer tied to real people?
Once upon a time, in the dazzling world of fashion, there existed a phenomenon known as The Supermodel. Figures like Linda Evangelista, Shalom Harlow, Christy Turlington, Gisele Bündchen, and Tyra Banks weren’t just models—they became cultural icons. Their influence extended far beyond the runway, shaping not only beauty standards but also pop culture itself. These supermodels were the living, breathing face of the fashion industry. However, with the rise of digital media and the increasing prominence of social media influencers, traditional fashion shows and runway events have lost some of their magic. Today, fashion campaigns increasingly rely on social media influencers, and even more remarkably, virtual, AI-generated models like Lil Miquela, Kuki, and Shudu are challenging the traditional model. These digital avatars are suggesting that the future of modeling could very well be defined by AI, not human experience. On one hand, AI avatars offer a more diverse range of appearances, potentially democratizing beauty standards. But on the other, they risk stripping fashion of the emotional depth and authenticity that human models bring. In the rush to embrace digital perfection, are we losing something fundamental about what makes fashion so powerful—real people with real experiences and stories?
Balenciaga Fall/Winter 2021THE BLURRING OF REALITY AND FICTION: THE RISE OF DIGITAL MODELS
As Margaret Atwood wisely says in her novel The Handmaid’s Tale, “The line between reality and fiction has become so blurred that we must begin to question what is real.” Her reflections resonate deeply in the age of AI, where distinguishing between the real and virtual becomes increasingly difficult. The rise of AI models in fashion, like Shudu, the world’s first digital supermodel, has sparked both intrigue and concern. Created by artist Cameron-James Wilson, Shudu embodies flawless, unattainable perfection, challenging the industry’s beauty standards. While initially celebrated for breaking barriers, critics argue that AI models reinforce a narrow, unrealistic ideal of beauty. This exacerbates body image issues and strips away the richness of human diversity. These avatars are often cold and emotionless, making it harder for consumers to connect with the products they represent. Consider Lil Miquela, for example. With almost 3 million followers, she’s worked with major brands like Prada and Balenciaga. In Prada’s Fall/Winter 2018, Lil Miquela was featured alongside real models, pushing the envelope in terms of what it means to create a high-fashion narrative in the digital age. Her presence in the campaign was groundbreaking, not just for her digital nature but for the way it blurred the lines between reality and simulation.
Similarly, Balenciaga, in its Fall/Winter 2021 campaign, featured AI models in a striking example of how digital avatars can be used in luxury fashion marketing. Yet, these digital characters often feel distant and disconnected, raising questions about the authenticity of such representations. It makes me wonder: in embracing AI models, are we losing something profoundly human in fashion? There’s a depth to human models—real people with real stories—that connects to our experiences and identities. When we replace that with perfect, soulless avatars, fashion loses the authenticity and emotional resonance that once made it so powerful.
Could it be that these avatars not only perpetuate unrealistic beauty standards but also reinforce harmful stereotypes and marginalize real human experiences? The use of AI models by brands like Balenciaga and Prada raises ethical questions about the role of technology in fashion. By prioritizing digital perfection over humanity, the fashion industry risks erasing the emotional, cultural, and creative richness that human models bring. Maybe fashion is sacrificing the very essence of what makes it truly artistic, emotional, and real?
H&M SS/25 H&M’S SPRING/SUMMER 2025 CAMPAIGN: A BOLD STEP TOWARD DIVERSITY OR JUST ANOTHER DIGITAL FACADE?
The conversation about digital avatars has now reached a new height with H&M’s recent campaign, which has caused a stir across the fashion world. In a bold step towards the future, H&M’s Spring/Summer 2025 campaign featured not just one, but several AI-generated versions of models, or “digital twins, created with striking precision to match the diversity that the brand has long been praised for advocating. In this Spring/Summer 2025 collection they show a wider range of skin tones, body types, and styles than most traditional campaigns. While many praise H&M for pushing diversity forward, others are concerned that these digital models might still promote the same unrealistic beauty standards as previous AI creations.
Fashion has always been about more than just clothing; it’s about expression, culture, and identity. Real models serve as conduits for this creative energy, interpreting and embodying the essence of a brand’s message. Stating “My Digital Twin is proof that technology can enhance our profession, not replace” as the model Vilma Sjöberg says, might lead to a slight risk of oversimplifying the matter. While it’s true that digital twins and similar technologies can augment professionals’ abilities, the integration of such technologies might still lead to significant shifts in the job market, requiring new skills and potentially eliminating some traditional roles. So, even if the statement is optimistic, it could be more nuanced by acknowledging that the adoption of such tech may involve both enhancement and disruption, depending on the context. Not to mention Mathilda Gvarliani’s quote about her digital model twin “She’s like me, without the jetlag”. If the aim is to emphasize a shared experience with a humorous edge, the statement works well. But if the intention is to truly honor the other person’s distinct qualities, it might benefit from a more thoughtful comparison that goes beyond just jetlag as the differentiating factor.
The increasing reliance on AI in fashion is a reflection of how deeply intertwined technology has become with consumer culture. However, this shift forces us to grapple with what we are sacrificing in the process and the question of whether AI can truly replace the unique connection between humans and fashion still remains unresolved. Yet, in a world of virtual perfection one thing is certain: the conversation about AI in fashion is only just beginning.
The Price of Perfection / AI Models vs. Human Authenticity in Fashion
Credits:
Words: Giovanni Aiuto / @giovanniaiuto
