In two photographs taken for a retailer with H&M fashion, Mathilda Gvarliani is seen in a white tank and jeans. The pictures look like taken from the same filming, but one of the photos shows the real Mrs. Gvarliani and the other is her artificially manipulated image.
Posted this week in FashionIndustrial intelligence drain, one of the pictures shows that Mrs. Gvarliani clutched the waist of jeans and the other shows her “digital twin” with crossed arms and stares at the camera.
Mrs. Gvarliani reads the quote in all two pictures: “He is like me, no jet delay.” Mrs. Gvarliani is one of the more than two dozen models that H&M is working with this year to create digital replicas for use on social media platforms and in its marketing campaigns.
H&M, a Swedish retailer, is the latest society that follows a trend that has upset some consecrations in the fashion industry. Since the use of images generated by the span of artificial intelligence, critics were worried about the impact on models and other independent suppliers, such as hairdressers and make -up artists who are part of the workforce that make the photo shoot.
The company is in the project exploration phase, said Hacan Andersson, spokesman for H&M.
“We only explore what is possible and do so in close cooperation with other creatives in the field, agencies and models themselves – who have full control over when a” digital twin “will be used, and of course it will be paid when used,” he said.
Jorgen Andersson, Chief Creative Director of H&M, said that the company will maintain a “approach to humans” when using technology.
H&M was “curious to explore how to show our fashion in new creative ways – and accept the benefits of new technology – and remain faithful to our personal style commitment,” he said on Thursday in -mail statement.
The Fashion workers are actingThe new law, which in June in June in New York, is expected to be dealt with some concerns about the use of AI by providing model protection, including the requirement of transparency and control over digital replications.
The State Senator Brad Hylman-Sigal, together sponsor of the bill, said that the working law would “protect fashion models from financially abuse and the use of their images without their consent”.
Other states and Some European countries They have laws relating to individual rights about their digital replicas, but New York’s law is specifically focused on models.
Some models complained about the discovery of unknown faces that Photoshopped on their bodies or to have no control of their finances.
“I think part of what is about the campaign on the digital Twin H&M is that the digital representation of the model is indistinguishable,” said Sara Ziff, a former model and founder of the model alliance on Friday. “It really raises questions about consent and compensation and also has the potential to replace a number of fashion workers.”
The Alliance, which provided entry for the law in New York, said there were cases where models had their generative images AI used without their knowledge or consent and without accepting compensation. The new law says that modeling agencies cannot have a power of attorney over a digital replica and must obtain the written consent of the model as used and rewarded.
AI generated models are usually either fictitious representations of human models or digital replica, which are images of real people who react this technology such as H&M “digital twins”.
The use of these digital forms in the lucrative fashion industry has been developing for years, because global retailers are trying to balance the attraction of the brand with transparency and costs.
In 2011, H&M overlapped the heads of real models on computer -generated online swimsuit. In 2023, LEVI Strauss denim brand He said it would use AI technology To publish multiple pictures of a series of body types, but added that it would not be possible to use live models.
Last year’s fashion brand Mango introduced The campaign for the adolescent line of clothing using AI technology, which Jordi Alex, its main information technology director, said in the announcement “either more of us will make more or not”.
In its newsletter, The Alliance model said this week that it evaluates the H&M plan, which contains examples of other models next to their digital clones, while it is a positive quotation, such as the one that was attributed to Mrs. Gvarliani that its digital twins are its version.
“Finally, for me to be in New York and Tokyo on the same day,” Yar Aguer quoted while it was paired next to her digital twin.
On Friday he asked if the models really said these words, H&M spokesman said, “I can confirm that they are real quotes from models.”
