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Model Mathilda Gvarliani and her digital twin. (H&M)

Model Mathilda Gvarliani and her digital twin. (H&M)

Fashion Faces the Future: H&M AI Models and the Pushback from the Creative Industry

H&M's use of AI 'twins' for models sparks debate about the future of fashion, job security, and fair compensation.

Fashion & Power

Apr 2, 20253 min read

An H&M store in France. Credits: Courtesy of H&M

An H&M store in France. Credits: Courtesy of H&M

H&M’s AI Model Twins: Game-Changer or Industry Disruptor?

The retail giant is embracing AI-generated models—but not everyone is on board.

Fashion & Power

Apr 1, 20252 min read

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