H&M Just Dropped Its First “Controversial” Digital Twins Images

H&M is giving its models the ultimate doppelgängers – and no, we’re not talking about a long-lost twin from Sweden. The high-street giant has just dropped its first campaign featuring AI-generated versions of real-life models, casually debuting them on Instagram like it’s no big deal.

This marks the first official outing for the digital twins H&M teased back in March. Alongside the futuristic imagery, the brand shared behind-the-scenes clips featuring chief creative officer Jörgen Andersson and model Vanessa Moody, who reassured followers: “It’s not here to replace everyone. It’s here to be combined with what we’re already doing.” (Quote from H&M’s Instagram post.)

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So, no – your favourite models aren’t being digitally erased overnight. But it does beg the question – what exactly is the future of fashion photography when you can summon a catwalk-ready avatar with a few clicks?

Fashion’s relationship with AI models is complicated. Levi’s tried a similar move last year, claiming its virtual models would help showcase more diverse body types and ethnicities online. Instead of applause, the brand faced backlash, with critics arguing that creating inclusive AI models is not quite the same as hiring actual humans from different backgrounds.

Image @hm via IG

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H&M, keen to avoid a similar PR nightmare, seems to be treading carefully. Speaking to The Business of Fashion, Andersson described the digital twins as a way of opening up the AI conversation without leaving models, agencies and creatives out in the cold. According to H&M, the models themselves have control over their AI replicas – meaning they get a say in how their digital selves are used.

Of course, that hasn’t stopped critics from raising an eyebrow. If models can be digitised, what happens to the photographers, makeup artists, hair stylists and entire creative teams behind a shoot? The worry is that AI could cut human creatives out of the frame entirely.

Image @hm via IG

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Andersson, for his part, seems keen to strike a balance. “It’s an exploration and a reimagining of the creative process, using technology as a catalyst to elevate how we tell stories and connect with our customers,” he said in a statement. “While we embrace innovation, we remain deeply rooted in our human-centric mindset and style-led identity.” (Quote from H&M’s official statement.)

Image @hm via IG

H&M says this is just the beginning. More AI imagery is set to roll out this autumn, featuring these digital doubles across various global cities. The fashion industry’s sci-fi era has officially begun – and your next H&M campaign scroll might just be starring a human who isn’t quite… human.