Latest news with #JohnnyKangasniemi
Phone Arena
15-07-2025
- Business
- Phone Arena
Fashion's newest trend is a tech trick that is almost impossible to spot
Receive the latest Apps news By subscribing you agree to our terms and conditions and privacy policy — Jörgen Andersson, H&M Chief Creative Officer Photographer Johnny Kangasniemi, who has worked with H&M, echoed that perspective and defended the company's experimentation with AI. Photographer Johnny Kangasniemi, who has worked with H&M, echoed that perspective and defended the company's experimentation with AI. — Johnny Kangasniemi, Photographer. Still, not everyone is convinced. One Instagram user pushed back, asking Kangasniemi to explain how photographers are not being replaced if the brand no longer commissions actual photoshoots for its lookbooks and e-commerce imagery. Still, not everyone is convinced. One Instagram user pushed back, asking Kangasniemi to explain how photographers are not being replaced if the brand no longer commissions actual photoshoots for its lookbooks and e-commerce imagery. View this post on Instagram A post shared by H&M (@hm) Part of the concern lies in how convincing the AI results are. Many viewers scrolling through H&M's site or social feeds may not realize the images were synthetically created. The photorealism is made possible by training AI models on large datasets consisting of many photographs taken from different angles and lighting conditions. This allows the algorithm to produce lifelike outputs that mimic the model's features with remarkable accuracy. H&M is not alone in this shift. Spanish retailer Mango has also launched marketing campaigns featuring AI-generated models. Last year, Levi's announced plans to use AI-created figures as part of an effort to diversify its model representation. Whether this trend continues to scale or sparks broader backlash, one thing is clear: the line between synthetic and real is becoming harder to distinguish — and that's making many in the fashion and creative industries uneasy. Part of the concern lies in how convincing the AI results are. Many viewers scrolling through H&M's site or social feeds may not realize the images were synthetically created. The photorealism is made possible by training AI models on large datasets consisting of many photographs taken from different angles and lighting conditions. This allows the algorithm to produce lifelike outputs that mimic the model's features with remarkable accuracy.H&M is not alone in this shift. Spanish retailer Mango has also launched marketing campaigns featuring AI-generated models. Last year, Levi's announced plans to use AI-created figures as part of an effort to diversify its model this trend continues to scale or sparks broader backlash, one thing is clear: the line between synthetic and real is becoming harder to distinguish — and that's making many in the fashion and creative industries uneasy. Grab Surfshark VPN now at more than 50% off and with 3 extra months for free! Secure your connection now at a bargain price! We may earn a commission if you make a purchase Check Out The Offer H&M has officially introduced a series of AI-generated 'digital twins' modeled after real people — a move that's prompting questions about the future of photography and the broader creative first reported by PetaPixel, the Swedish clothing retailer has now begun using these AI-generated likenesses across some of its marketing images. The rollout follows earlier reports from April that H&M had been working on digital clones for 30 of its models. Instead of being captured by a photographer, the images were generated using machine learning systems trained on extensive real-world photos of the the results may appear indistinguishable from traditional fashion photography, the technology behind them is drawing both praise and skepticism. Critics argue that relying on AI imagery could ultimately replace the jobs of photographers, makeup artists, stylists, and other professionals who typically collaborate on a recent Instagram post , H&M attempted to clarify its intentions, rejecting the idea of AI replacing people:
Yahoo
09-07-2025
- Business
- Yahoo
H&M drops first AI 'digital twins' to showcase denim collection
The H&M campaign featuring the 'digital twins' is set against the backdrop of global fashion hubs, highlighting a range of denim styles. H&M chief creative officer Jörgen Andersson said: 'We're exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M's style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many.' The release was developed in collaboration with a specialised team, including photographer Johnny Kangasniemi and model Vanessa Moody, and supplemented by a behind-the-scenes video. Kangasniemi added: 'I am super excited to further explore AI in this way on the side of my own photography. It´s an interesting tool to add to our creative toolbox.' The first images went live on 2 July, with plans to expand this initiative in the fall through various presentations set in multiple cities. H&M announced its intention to create digital counterparts for human models in March this year. "This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent," commented Moody. The 'digital twins' retail marketing initiative comes as H&M said that surging costs put a dampener on H1 results with a 1% sales increase offset by currency fluctuations and consumer reluctance to spend amid a tense geopolitical climate. H&M joins the ranks of fashion industry players such as Hugo Boss, Levi Strauss & Co, and Mango in experimenting with generative AI. Last week, Mango introduced Mango Stylist, a virtual fashion assistant powered by generative AI, designed to offer personalised product suggestions and improve the customer shopping experience. "H&M drops first AI 'digital twins' to showcase denim collection" was originally created and published by Just Style, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
