In two photos taken for the fashion retailer H&M, model Maithilda Gavarliani is seen posing in a white tank top and jeans. The images are attached to the same shoot, but one of the photos shows the real Ms. Gavarliani, and the other is her artificially manipulated image.
Published in this week Fashion businessOne of the industry news outlets, one of the images shows Ms. Gavarliani clutching the waistband of her jeans, and the other shows her “digital twin”, in which her arms crossed and were staring in the camera.
In two images, Ms. reads an quotation of Gavarliani: “She is like me, without a jet lag.” Ms. Guarliani is one of the over two dozen models that H&M is working with this year to make digital replicas for use on the company’s social media platforms and in its marketing campaigns, published.
H&M, a Swedish retailer, is the latest company to pursue a trend that has ignored the internal sources of some fashion industry. As the use of images caused by the spread of artificial intelligence, critics have expressed concern about the impact on models and other independent contractors, such as hairstyists and makeup artists, which are part of the labor force that makes a photo shoot.
The company is in the search stage of the project, the spokesperson of Hacan Anderson, H&M said.
He said, “We are only finding out what is possible, and we are doing this in close collaboration with industry, agencies and other creatives within the model – which will be used ‘digital twin’, and will surely be paid when it is used.”
H&M chief creative officer Zorgen Anderson said that the company would maintain a “human-focused approach” in the use of technology.
H&M “It was eager to find out to show our fashion in new creative ways – and embraced the benefits of the new technology – being perfect for our commitment to personal style,” he said in an email statement on Thursday.
Fashion Workers ActA new law that is effective in the state of New York in June is expected to address some concerns about the use of AIs, which requires salaried transparency and control over digital replicas by providing security to the model.
The state senator Brad Hoyleman-Sigle, the co-co-producer of the bill, said the labor law “would save the fashion model from financially abuse and use their images without their consent.”
Other states And Some European countries There are laws related to the rights of individuals on their digital replicas, but the New York Act is particularly towards the model.
Some models have complained about discovering photoshopts to unknown faces on their bodies, or their finance is not controlled.
Sara Zif, founder of a former model and model Alliance, said on Friday, “I think what is striking about the H&M Digital-Twin campaign, it is that the digital representation of the model is unique.” “It actually raises questions about consent and compensation and also has the ability to change a host of fashion workers.”
Alliance, which provided an input for law in New York, said that there have been cases where models have been used by AI images used without their knowledge or consent and without compensation. The new law says that modeling agencies may not have a power of attorney on digital replication, and should obtain a written consent of a model for its use and remuneration.
The AI-based models are usually either human models or imaginary representations of digital replicas, which are images of real people renovated by technology, such as H&M “digital twins.”
The use of these digital forms in the attractive fashion industry has been developing over the years, as global retailers try to balance the brand appeal with transparency and costs.
In 2011, H&M superimposed the real model heads on computer-related effigies for an online swimwear campaign. In 2023, denim brand levy Strauss Said that it was going to use AI technology To publish more images of a series of body types, but it would not return to the use of live models.
Last year, fashion brand Mango unveiled A campaign for a teenage line of clothing using AI technology, its Chief Information Technology Officer, Jordan Alex said in a declaration “either will make us more human or not.”
In its newspaper this week, model Alliance stated that it was evaluating the H&M scheme, which includes examples of other models next to her digital clone, while the special quotes are characteristic, such as Ms. Gavarliani was held responsible for her being a version about her digital twin.
“Finally there is a way for me to live in New York and Tokyo on the same day,” model Yar Aguer was quoted as a couple with his digital twin.
On Friday, when asked if the model actually said those words, an H&M spokes said: “I can confirm that they are real quotes from the model.”
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