Fast-fashion brands such as H&M are now integrating “digital twin” technology—hyper-realistic AI versions of human models—into their design and marketing strategies, raising serious ethical and environmental concerns.
According to The Conversation, H&M recently unveiled its latest AI initiative by digitally cloning 30 real-life models. This cloning process involves advanced full-body scanning and voice modeling, producing virtual avatars capable of showcasing clothing, interacting with customers, and promoting products across various digital platforms.
H&M is not alone. AI avatars are rapidly appearing in fashion showrooms worldwide, signaling a potential shift in the industry where reusable digital doubles may take the place of real human models.
Though some models will receive ongoing compensation and partial rights over the use of their digital image, industry standards regarding pay, data ownership, and representation remain unclear and inconsistent.
Jul Parke, a PhD candidate in Media, Technology & Culture at the University of Toronto, emphasized the urgency of this issue in The Conversation, stating: “As digital twins technology continues to evolve, we must develop regulatory frameworks to ensure fair compensation for workers in creative industries.”
The rise of digital twins introduces complex questions about labor rights, identity ownership, and the environmental impact of the fashion industry. For professionals such as models, photographers, and influencers, this technology threatens job availability and earnings. Those with significant social media followings may benefit, but others risk being edged out entirely.
The situation becomes even more concerning when considering the environmental toll. Fast fashion already contributes over 92 million tons of textile waste annually. With garments often designed for rapid disposal, the use of digital models might further accelerate production and consumerism, leading to even more waste and pollution.
Despite being digital, these AI avatars exist to sell real clothing—potentially intensifying the cycle of overproduction without addressing sustainability.
While some fashion companies are pledging to implement ethical practices such as fair pay and transparency in the use of digital clones, the broader industry lacks consistent guidelines. Experts and labor advocates are now calling on lawmakers to create clear and enforceable regulations to protect creative workers and prevent exploitation as AI technologies evolve.
Consumers also play a crucial role. By avoiding fast fashion and choosing alternatives like thrifting and secondhand shopping, individuals can significantly reduce textile waste and the demand for unsustainable practices.
Ultimately, the fashion industry stands at a critical juncture. The integration of digital twins may redefine the landscape, but without proper oversight and ethical standards, it risks deepening existing problems around labor fairness and environmental harm.
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