30 Models Are Getting Digital ‘Twins’ Thanks To H&M, But The Backlash Is Beginning

In a move that’s part Black Mirror, part business strategy, H&M has announced plans to create digital clones—aka “AI twins”—of 30 real-life models. The idea? Use them in marketing campaigns and social media, with the model’s permission, of course. Sounds futuristic, but not everyone’s ready to welcome the robot runway.

Jörgen Andersson, Chief Creative Officer at H&M, claims, in a recent statement, it’s all about enhancing creativity without losing the human touch: “Something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way.” Sure, but tell that to the hairstylists, makeup artists and lighting crews potentially sidelined by a laptop.

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The backlash has been swift. The Model Alliance, led by founder Sara Ziff, isn’t impressed. “There are a lot of open questions, and one of them is about compensation. What does fair compensation for a digital twin look like?” Ziff says. She also warned that this shift “has the potential to replace a host of fashion workers—including make-up artists, hair stylists, and other creative artists in our community.”

Although H&M says models will own the rights to their avatars and be paid per use, critics want more than good intentions. “Artificial intelligence would not be possible without human artistry and labour,” said Paul W. Fleming of UK trade union Equity. “Humans should remain at the centre of creative endeavours.”

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Some high-profile models—like Mathilda Gvarliani—are cautiously optimistic. She described her digital twin as “like me, without the jet-lag.” But for lesser-known models doing e-commerce work, AI could pose a serious job threat. “Most models have had to deal with job loss already and this is a whole other frightening thing,” casting agent Chloe Rosolek told The Business of Fashion.

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The debate isn’t entirely anti-tech. Companies like Lalaland AI argue AI can offer more inclusive digital representations, while former Harper’s Bazaar editor Lucy Yeomans says AI still lacks the flair to predict trends: “If JW Anderson decides he is going to put a belt halfway down the skirt, AI says: ‘Belts don’t go halfway down skirts.’”

With the EU’s AI Act on the horizon (coming 2026) and the Model Alliance’s Fashion Workers Act launching in June, regulation is catching up. Until then, the question remains: will AI democratise modelling—or digitise people out of the picture?