H&M Faces Backlash Over Use of AI Fashion Models

Critics warn the growing reliance on digital avatars could worsen labor issues and reinforce harmful beauty standards

March 27, 2025 – H&M, the global fast fashion giant, is venturing deeper into the digital frontier by incorporating AI-generated fashion models into its advertising campaigns. While the company positions this as a forward-thinking innovation, critics are raising serious questions about labor rights, body image, and the future of authenticity in fashion.

According to a report by Business of Fashion, H&M is developing “digital twins” of existing models—with their consent—to serve as avatars in promotional content. The initiative plans to introduce 30 AI-based models in 2025, each of whom will retain ownership of their digital likeness and may license it to brands beyond H&M.

The move mirrors similar efforts by rival fast fashion brand Mango and marks a growing trend in the industry. But as excitement over technological novelty builds, so too does apprehension about the human cost.

Potential Job Losses and Labor Rights Challenges

The adoption of AI models raises red flags for many within the fashion industry, particularly regarding the potential displacement of creative professionals. Sara Ziff, Executive Director of the Model Alliance, released a statement on March 25 calling out H&M’s decision.

“In an industry that has historically been a backwater for workers’ rights, H&M’s new initiative raises critical questions about consent and compensation,” Ziff said. “It has the potential to replace a host of fashion workers—including make-up artists, hair stylists, and other creative artists in our community.”

This concern is not limited to models alone. The ripple effect could impact production crews, casting directors, photographers, and stylists, many of whom rely on brand campaigns for employment. Critics argue that the convenience of AI models risks sidelining the very people who contribute to the industry’s cultural richness.

Freezing Beauty in Time—and Reinforcing Harmful Ideals

Another issue gaining attention is how digital avatars might amplify harmful beauty standards. Many models already face intense ageism, with careers often peaking in their early twenties. Creating an AI duplicate based on a single youthful appearance could perpetuate an unrealistic and unchanging ideal—denying the natural aging process and diversity in appearance.

Moreover, these avatars are susceptible to further digital manipulation. Critics fear that AI models will undergo “virtual enhancements” that make them thinner, smoother, and more conforming to narrow definitions of beauty. As a result, consumers will be comparing themselves not just to airbrushed images, but to entirely artificial constructs.

The Illusion of Representation

The timing of H&M’s announcement is also notable. Recent runway data shows a sharp decline in body diversity. According to Vogue Business, out of 8,703 looks presented across 198 fashion shows this past season, only 0.03% featured plus-size models—a stark regression from prior diversity initiatives.

Combined with the emergence of AI models, the industry seems to be veering back toward monolithic and exclusionary beauty norms. Rather than celebrating individuality, the trend suggests a return to homogenized ideals, digitally perfected and mass-replicated.

What Happens to Fashion Without People?

Beyond aesthetics and labor, the broader philosophical question lingers: what is fashion without the human element? With AI systems now designing clothing, selecting trends, and modeling garments, the emotional and artistic core of the industry risks being hollowed out.

Fast fashion’s focus on speed and volume has long been criticized for reducing style to algorithmic consumption. Now, by removing the human face from the final product, critics argue that fashion is losing its soul.