1/ 🧠👗 H&M is going full sci-fi with its latest campaign—using AI-generated clones of real models. Yep, 30 models are getting digital twins, created with their consent, and these clones will be featured in ads all year long. Wild, right? 🧵👇

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2/ 💡 These AI avatars aren’t just for H&M—models actually own their digital likenesses and can license them to other brands, even H&M’s rivals. It’s giving “model meets metaverse.” H&M says it's working with agencies to keep things ethical and transparent.

4/ 💭 Plus, there’s the question of authenticity & body image. Will AI models push unrealistic beauty even further? Fashion’s always walked a tightrope here, and now it’s doing it with generative tech. Some think this could make that problem worse.

5/ H&M’s AI model clones are shaking up the fashion world. 👾 It's innovative, but also kinda controversial. It’s a big flex for tech in fashion, but the impact on jobs and realness is still TBD. What do you think—fashion future or uncanny valley?

🔗 https://www.businessoffashion.com/articles/technology/hm-plans-to-use-ai-models/

🔗 https://www.teenvogue.com/story/hm-is-tapping-ai-models-heres-why-it-could-be-problematic

3/ ⚠️ But not everyone’s hyped. Critics are worried this might push out real creatives—like photographers, stylists, makeup artists, etc. If AI avatars can do it all, what happens to the people behind the scenes who make fashion feel human?