H&M turns to AI _digital twins_ in new campaign_ as fashion grapples with blurred realities

Fast‑fashion giant H&M has become the latest retailer to put artificial intelligence at the centre of its marketing_ releasing a campaign that replaces flesh‑and‑blood models with photorealistic “digital twins” posed against stylised backdrops of cityscapes. The first tranche of images_ unveiled on 2 July_ forms part of a broader experiment the Swedish group says will run into the autumn.

“We_re exploring emerging technologies like generative AI to amplify creativity and re‑imagine how we showcase fashion… while staying true to H&M_s style‑led_ human‑centric identity_” said Jörgen Andersson_ the retailer_s chief creative officer.

Generative imagery promises a potent mix of speed and cost efficiency. Zalando_ Europe_s largest online‑only fashion platform_ claims AI has already cut its campaign lead times from up to eight weeks to as little as four days and reduced costs by 90 per cent_ according to Reuters. Analysts say the prize for incumbents is the ability to refresh product pages and social media feeds at a cadence set by TikTok trends rather than studio availability.

Yet the technology is rearranging the creative pecking order. “I am super‑excited to explore AI alongside my own photography — it_s an interesting tool to add to our creative toolbox_” said Johnny Kangasniemi_ whose lens work now sits next to his prompt engineering on H&M_s credits. Some ndustry observers argue the photographer_s role is shifting from shutter‑operator to art‑director‑in‑chief_ curating datasets and correcting machine hallucinations rather than adjusting lighting rigs.

Such shifts come with reputational risk. Almost 90 per cent of consumers want brands to disclose when an image has been AI‑generated_ according to recent Getty Images research. H&M says its digital models are clearly tagged_ and that the real‑world talent retains ownership and a revenue share_ a stance welcomed by model Vanessa Moody_ who called the arrangement “professional_ collaborative and transparent”.

Still_ skeptics warn that deepfake tools are maturing faster than corporate governance. Legal advisers point to unresolved questions around likeness rights_ data provenance and the potential erosion of diversity if brands default to algorithmically “perfected” bodies_ noted The Fashion Law.

For now_ H&M is betting that novelty outweighs unease. Further AI‑assisted “drops” are planned for later this year_ which were created in collaboration with Swedish tech firm Uncut_ said India Retailing. Whether shoppers embrace the pixel as readily as the actual garments will determine if the experiment becomes a permanent fixture_ or a footnote in fashion_s digital transition.