Major Fashion Brands Turn to AI‑Generated Models, Raising Authenticity and Employment Concerns

Brands such as Balmain, Levi’s and H&M are now using AI to create entirely synthetic models and digital twins, arguing the technology can boost diversity, speed up production and cut costs. The shift moves beyond editing real photographs to generating new faces, a change that has sparked a stronger backlash than previous digital retouching. Consumer research shows mixed reactions: some studies suggest synthetic models lower harmful body comparisons, while others find they heighten envy and reinforce unrealistic standards. Industry insiders warn that AI‑generated content could replace human models, photographers and stylists, threatening jobs. The debate highlights the need for a careful, responsible approach that uses AI to expand representation without erasing human experience.