H&M is revolutionizing modeling with AI clones: opportunity or threat?

A bomb in the fashion industry

H&M has just released a real bomb that is currently shaking the entire fashion sector. The Swedish ready-to-wear giant has announced the creation of 30 digital clones of models for its upcoming advertising campaigns. An initiative that could well redefine industry standards.

This decision is part of a clear strategy: to produce more quickly, more frequently and at lower cost. But H&M assures that it wants to do so while respecting the human talents that remain at the heart of the system.

Beyond simple AI image generation

What fundamentally distinguishes this approach from the numerous attempts to create virtual models that we have seen emerge in recent months is the methodology used:

• No approximate deepfake No fictional models generated in a few clicks on ChatGPT
• Real models that are scanned, cloned, and modelled with extreme precision
• Preserved intellectual property : each model retains ownership of their digital avatar
• Contractual freedom allowing the model to have her clone “work” for other brands, including direct competitors
• A fair remuneration system which provides compensation for each use, as for a classic shooting

An impressive technological feat

On a technical level, the results are impressive. The avatars reproduce with uncanny fidelity the skin, the imperfections and all the characteristics that make each model unique.

The communication campaign around this innovation is particularly well thought out, with slogans that perfectly illustrate the promise:

“She's like me, without the jetlag.”
“Finally a way for me to be in New York and Tokyo on the same day.”

These taglines highlight the practical benefits of this technology while recognizing the authenticity of the original human model.

A large-scale test with a vision

Jörgen Andersson, creative director of H&M, describes this initiative as a “large-scale test to combine generative AI and respect for human talent.” A vision that seems to appeal to some models participating in the project, who see several advantages in it:

• Maintaining their professional visibility
• Considerable time savings
• Ability to work from anywhere, with no physical presence required
• Multiplication of professional opportunities

Legitimate questions that deserve consideration

Despite the initial enthusiasm, several questions legitimately emerge in the face of this announced revolution:

For the models

• Will this model really be as transparent and fair as advertised in the long term?
• What will be the evolution of prices if the offer of digital clones becomes widespread?
• How will image rights be managed in international contexts with different legislations?

For the fashion ecosystem

• What impact on other essential jobs: photographers, makeup artists, hairdressers, stylists, managers?
• How to preserve the collaborative creativity that arises during physical shootings?
• Will the savings made be reinvested in people or simply transformed into additional margin?

For consumers

• What will be the transparency on the use of these clones in advertising campaigns?
• Will brand authenticity be affected by this increasing virtualization?

A future under construction

H&M acknowledges that it does not yet have all the answers and is currently working to determine the precise details of this device before its official launch scheduled for the end of the year.

This initiative could well be a tipping point in the industry. If it is successful, other brands will inevitably follow suit, potentially with different approaches in terms of ethics and respect for talent.

A revolution that has only just begun

Whatever one thinks of this initiative, it deserves to be followed closely because it could profoundly redefine the rules of the game in the fashion world and beyond.

It raises a fundamental question: can AI really amplify human opportunities rather than simply replace them? The H&M case offers an interesting model where technology does not replace models but multiplies them, potentially creating more opportunities and revenue.

At HEYIA Studio, we observe these developments carefully, test these emerging technologies and support brands in their ethical and creative appropriation of these new tools. If you imagine a project involving digital avatars or innovative AI experiences, we would love to discuss it.