08-04-2025
AI fashion models are here — and they're wearing H&M
Futurist and former model Sinead Bovell reacts to the news
CBC Arts ·
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H&M, the popular Swedish fashion retailer, announced it is working with artificial intelligence to create "digital twins" of 30 models.
The models will own the rights to their twin, and they can even let other brands use them. But with fewer photo shoots required to bring next season's looks to life, what will happen to other fashion workers like hair stylists, make-up artists and photographers?
Today on Commotion, futurist and former model Sinead Bovell reacts to the news, and talks about some of the labour concerns around using AI in the fashion industry.
WATCH | Today's episode on YouTube:
Interview with Sinead Bovell produced by Jane van Koeverden.
