Fast-fashion giants such as H&M are increasingly turning to artificial intelligence by employing “digital twin” technology—lifelike AI replicas of real human models—to transform how they market and design clothing. H&M recently introduced this concept by digitally cloning 30 real-life models through a detailed process involving full-body scanning and voice modeling. These AI-generated avatars are not only used to model clothing virtually but also to engage with consumers and promote products in digital environments.
This development signals a significant shift in the fashion industry, where human models may gradually be replaced by these endlessly reusable digital counterparts. Though some of the individuals whose likenesses are used will receive continued compensation and retain some control over their digital image, there remains a troubling lack of industry-wide consistency in policies governing pay, rights, and data ownership.
Experts are sounding the alarm over the potential consequences of this technology. Jul Parke, a PhD student in Media, Technology & Culture at the University of Toronto, has called for regulatory frameworks to protect creative industry workers. According to Parke, as the use of digital twins becomes more prevalent, there is an urgent need to ensure fair compensation and ethical use of individuals’ likenesses in the digital space.
The implications of digital twins extend far beyond labor rights. Their rise also raises critical questions about identity, privacy, and the environmental impact of an already problematic industry. For many working in fashion—models, photographers, and influencers—this technological shift could result in reduced job opportunities and diminished earnings. Those with greater digital clout or existing popularity may benefit disproportionately, leaving lesser-known creatives at a disadvantage.
The environmental cost of fast fashion remains a major concern. The industry is responsible for producing over 92 million tons of textile waste annually, with many garments deliberately designed to deteriorate quickly. The integration of AI-generated models, while digital in nature, still serves to market and sell tangible products, potentially accelerating consumption and contributing to greater waste. Despite their virtual form, these models indirectly support the very cycle of overproduction that has long plagued the fashion world.
Some companies are beginning to adopt more ethical practices by committing to transparency, fair pay, and clear usage rights for the people behind these digital creations. However, with the rapid advancement of AI technologies, experts stress the importance of timely regulatory intervention to prevent further exploitation.
Meanwhile, consumers hold a degree of power in shaping industry practices. Choosing not to support fast fashion and instead opting for secondhand shopping or thrifting can reduce demand for exploitative systems and extend the lifespan of clothing items. Such conscious choices not only help combat the environmental toll of textile waste but also push back against the ethical challenges posed by AI in fashion.
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