Fashion’s Next Frontier: H&M Introduces AI-Generated Model Twins

When model Vilma Sjöberg first encountered her digital replica, the moment was surreal. “It looks like me… but it’s not me,” she said, describing the blend of excitement and unease that came with seeing her AI-generated twin. “It was impressive how realistic it turned out.”

This sense of curiosity mixed with discomfort is at the heart of a growing conversation in the fashion world. As artificial intelligence continues to evolve, major brands like H&M are experimenting with how AI-generated imagery can be integrated into marketing and social media - without replacing the real people behind the industry.

H&M’s approach? Partnering directly with models and their agencies to create digital versions - or “twins” - that the models fully own and control. In this new system, it’s the models who decide if, how, and where their virtual selves are used, including in promotional materials or by competing brands.

According to H&M’s Chief Creative Officer Jörgen Andersson, this is about more than just innovation. It’s a way to spark discussion and ensure that models, agencies, and the broader creative workforce - from stylists and makeup artists to photographers - are part of the transformation. “People will be divided,” he said. “But we want to lead a conversation that puts everyone’s interests on the table.”

This year alone, H&M plans to generate digital doubles for 30 models, integrating them into various visual campaigns. While this offers models new income streams and unprecedented control, it also raises big questions: How will this impact traditional roles in fashion production? And what boundaries should be set when digital likeness becomes a commodity?

For now, the industry watches closely - split between admiration for the technology and concern for its consequences. One thing is clear: the intersection of fashion and AI is no longer theoretical. It’s here. @bof

What do you think about this new direction in fashion?