They are aware that it will generate controversy, but they trust that it will bring more beneficial effects than negative for industry professionals. It is the position you have adopted H&M After knowing that it will start using clones of its models generated with artificial intelligence. As the specialized media has revealed The Business of Fashionthe brand will do it with 30 models cloned by the UNCut technology company, to generate content both in its social networks and in different advertising campaigns throughout this year.

It is a decision that has not yet been communicated in the official channels of the fashion firm, but that already has the confirmation of its creative director, Jörgen Andersson. “We are curious to explore how to present our fashion in new and creative ways, and take advantage of the benefits of new technologies, while still being faithful to our commitment to personal style“, explained to the aforementioned medium. The decision is already generating Some criticisms in the industryand has revived the debate on the limits in the use of AI within fashion. This is recognized by Andersson himself.

“People will be divided”, Confesses a The Business of Fashion. “Is that good? Bad?”The creative director says that H&M has dedicated a lot of time to value and reflect on this decision, but they see this technology as an inalienable phenomenon for brands.”This decision allows us to lead a conversation that takes into account both the model and the agency and the interest of the fashion industry”

For this initiative, H&M collaborates with the UNCut technology company, with which a series of photographs of the models from different angles and moving have been taken, and then all the information has been processed in order to generate the virtual twin.
On the other hand, the company’s position is transparent regarding the management of Image rights and proceed with technology. The publications that show one of these clones would be accompanied by a Water brand That would indicate it. In addition, professionals would only be included in the program under express authorization, and would retain all their rights. “She is like me but without Jet Lag”, Points out the Mathilda Gvarliani model on its clone in a shared photograph about this initiative. Other professionals such as Yar Aguer argue that this will allow them to be in several places at the same time, thereby reducing fatigue and delays.”I can finally be in New York and Tokyo the same day “.

In the industry, however, There is no unanimity of opinions regarding the use of artificial intelligence in these terms. The Morgan Riddle model has been one of the most discordant voices regarding H&M’s decision. “Rest in peace all work in the filming sets that this will eliminate“I commented in a story published on Instagram where he was very critical.”I do not understand how the marketing department has been able to make such a decision. This type of business movements can end an entire industry. We must invest in more human creativity, not progressively eliminate it. Without soul, art, creativity and human, fashion is just fabric”

H&M at the moment has not declared anything about it. The Business of Fashion Yes ensures that, in terms of Remuneration of professionalsthese will be paid under conditions similar to the agreements already maintained in the traditional business. They would receive a payment for the use of their images in each publication, as agreed by their representative agent. Louise Lundquist, current Global Business Development Manager of H&M, and in the last model agent, believe that this will be “A new source of income“For business.

Now, always fulfilling the legality that applies in such a situation, to ensure the rights of the models. “Representation agencies will have to obtain consent apart from the representation contract”, Says Sara Ziff, founder and executive director of Model Alliance.”It cannot be hidden in a broader representation contract”

With this decision, H&M is expected to reduce expenses associated with trips, accommodations and other payments of fees and commissions. A purpose similar to that of other fashion brands in the past without a satisfactory conclusion. Two years ago, for example, Levi Strauss & CO announced an association with the Lalaland.AI digital fashion study to generate artificial intelligence models and finally had to reverse for the criticisms that generated among the clients.