H&M is Working with Models & Agencies to Replicate Virtual Likenesses
Laura McQuarrie — March 28, 2025 — Tech
References: www2.hm & businessoffashion
The rise of digital models is transforming the fashion industry, and H&M is working with models and their agencies to develop digital twin models that will be used in AI-generated images for social media content and marketing campaigns.
H&M plans to create digital twins of 30 models this year and recognizes how controversial this may be. “People will be divided. You know, ‘Is this good? Is this bad?’” said Jörgen Andersson, chief creative officer of the Swedish fast fashion retailer, “We saw that as a way, as a big player in the industry, to lead a conversation that takes the model, the agency and the best interest of the fashion industry into consideration.”
Ultimately, the digital models will be owned and controlled by models, and they can be made available to any brand, including H&M competitors.
H&M plans to create digital twins of 30 models this year and recognizes how controversial this may be. “People will be divided. You know, ‘Is this good? Is this bad?’” said Jörgen Andersson, chief creative officer of the Swedish fast fashion retailer, “We saw that as a way, as a big player in the industry, to lead a conversation that takes the model, the agency and the best interest of the fashion industry into consideration.”
Ultimately, the digital models will be owned and controlled by models, and they can be made available to any brand, including H&M competitors.
Trend Themes
1. AI-generated Imagery - Advancements in AI-generated imagery are revolutionizing social media content and marketing campaigns by offering hyper-realistic yet entirely digital human representations.
2. Virtual Model Ownership - Empowering models with ownership of their digital likenesses introduces a paradigm shift, granting them control over their digital identity and potential revenue streams.
3. Conversational Fashion Marketing - Fashion brands are leveraging digital twin models to spark discussions and rethink traditional marketing strategies.
Industry Implications
1. Fashion Technology - The fashion technology industry is being disrupted by digital twin models, which enhance marketing strategies with virtual, hyper-realistic representations of models.
2. Digital Modeling Agencies - Digital modeling agencies are seeing an evolution in their business models as they incorporate virtual likenesses into their offerings, expanding their client base.
3. Social Media Marketing - Social media marketing experiences a transformation as AI-generated digital twins become focal points for innovative branding and storytelling campaigns.
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