Vogue's flawless AI models debut in August issue — and longtime readers are cancelling subscriptions over it
Vogue's August issue with Anne Hathaway on the cover comes with AI models
Inside the issue starring Anne Hathaway on the cover, Vogue introduces a digital lineup that looks straight out of a rendering engine. The AI-generated models appear alongside real products from high-end fashion houses, flaunting pristine skin, symmetrical features, and body proportions that seem custom-built for visual perfection. From sculpted cheekbones to digitally flawless complexions, each frame looks more like a luxury video game screenshot than a real-life editorial.
The models are dressed in the season's latest couture and posed in stylised backdrops. While many have claimed that this tech-assisted approach allows for greater creative freedom, faster execution, and visual consistency across layouts, readers feel it lacks the rawness and personality that real models bring to the page.
Vogue's August issue has begun to use 'AI models' instead of human models for some of their photoshoots. pic.twitter.com/zjcwe4hNr3
Fans react to AI-generated models
Some fans argue that these computer-generated models strip away the human artistry that fashion is built on. Real models spend years mastering their craft—from walking and posing to enduring gruelling shoot schedules, intense skincare prep, strict fitness regimes, and the mental toll of constantly being camera-ready. They say that using AI imagery diminishes the dedication and physical effort that goes into professional modelling, replacing hard-earned authenticity with synthetic perfection.
One user said, "Had to end the Vogue magazine subscription I've had for years because the latest magazine used AI models??? In Vogue? AI models in Vogue?"
Had to end the Vogue magazine subscription I've had for years because the latest magazine used AI models ??? In Vogue? AI models in Vogue? pic.twitter.com/vVZMiPEHkX
"The downfall of Vogue. Their covers are trash. no creativity. and now using AI," another user said.
the downfall of vogue. their covers are trash. no creativity. and now using AI. https://t.co/BAyKAcUqB0 pic.twitter.com/8lgJZOFXWy
"Photo made by AI in Vogue magazine... In what world am I living in?" a third user mentioned.
Photo made by ai in the vogue magazine.... In what world am I living in pic.twitter.com/qY6uir8PdN
One individual shared a cautionary tale, writing, "True story: my Gen Z daughter is all about analogue. She subscribes to @voguemagazine and gets the physical copy in the mail. A new issue shows up. She's flipping through, stops, and says, 'Some of these models are AI.' I say maybe it's bad Photoshop. She's like, 'Nope. It's definitely AI. I'm cancelling.' Now to be fair, they're ads for a national brand, not Vogue editorial, but she doesn't care. Advertisers think Gen Z is hooked on AI and won't care. But some of them do. AI isn't always a flex. Sometimes it's the reason they bounce."
Cautionary tale.True story: my Gen Z daughter is all about analog. She subscribes to @voguemagazine and gets the physical copy in the mail.New issue shows up. She's flipping through, stops, and says, 'Some of these models are AI.' I say maybe it's bad Photoshop. She's like,… pic.twitter.com/o19zaMsAe7
Big names are already using AI models
Vogue isn't the first fashion powerhouse to embrace AI-generated models. Several major brands have already tested this trend in their campaigns. In 2024, Mango used ultra-polished AI "glam models" to promote their collections, while H&M took things further by creating AI twins of 30 real-life models to experiment with virtual marketing.
Levi Strauss also partnered with Dutch startup Lalaland.ai to build more inclusive virtual models that reflect a range of body types and ethnicities. Meanwhile, luxury giant Louis Vuitton has also dipped into the AI waters for promotional materials, signalling that even heritage labels are testing futuristic tools.
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