Latest news with #SeraphinneVallora
Forbes
12 hours ago
- Entertainment
- Forbes
Vogue Erupts: AI-Generated Models Spark Reader Fury And Industry Panic
A two-page spread in the August edition of Vogue has sparked controversy for using AI models What happens when the world's most respected, self-appointed fashion bible quietly takes a step outside of its traditional aesthetic? On newsstands in early August 2025, Vogue's much‑anticipated August issue serves business as usual; glossy, authoritative, impeccably curated. However, nestled between Anne Hathaway's immaculate image on the cover and editorials covering female leadership in fashion and the representation of women in sports, lies an unassuming two‑page spread for Guess, labelled discreetly 'Produced by Seraphinne Vallora on AI.' At first glance, the campaign's flawless, hyper‑symmetrical blonde model sitting with a cup of coffee in one image, and leaning against a blue wall in another, looks like all of the other photoshopped ads that we see in glossy publications, treading the line between photorealism and impossible beauty standards. But beneath these uber perfect images of an AI-generated model lies a tectonic shift: the dawn of fully synthetic imagery in the pages of fashion's most esteemed publication. AI-Generated Models Versus Photoshopped Imagery The Guess ad, commissioned through Paris‑based creative house Seraphinne Vallora, was created using generative algorithms trained on runway looks, campaign shots and studio lighting setups. The founders of Seraphinne Vallora, Valentina Gonzalez and Andreea Petrescu, told the BBC that they were asked to create the AI model for this campaign by Paul Marciano, co-founder of Guess, via a message on Instagram. By producing the campaign using AI tools, there was no need for a casting director, green room, or a retoucher. In a much shorter space of time than traditional shoots, the AI tools were still used to create a model whose every angle, expression and shadow conformed to an idealised beauty standard; but, until recently, these images were only possible after human teams had crafted them over weeks of back‑and‑forth. Vogue's transparent labelling did little to dull the shockwaves caused by this alternative method of image creation and refinement. Industry insiders and loyal readers alike paused; if AI can manufacture a model this convincingly, what becomes of the humans whose careers, identities and artistry define fashion's legacy? Subscriber Backlash Within hours of the issue's release, social feeds lit up. Long‑time subscribers announced cancellations; digital forums teemed with the disbelief and outrage of readers who felt somehow duped by this method of image creation. Even die‑hard advocates of technological progress found themselves questioning the trade‑off between efficiency and authenticity. In an industry that thrives on storytelling through faces, gestures and moments, however 'curated' or manipulated, Vogue's experiment posed a stark question: can perfectly rendered pixels ever replace the imperfect pulse of 'real' life? This, in turn, raises deeper questions about artistry, ethics and evolution that this unheralded Guess spread has ignited; questions Vogue's glossy pages have never before had to answer so directly. Could this be another case of those in power using AI to introduce automation where it is not wanted? Humans Or Technology First? At its core, the Vogue‑Guess spread forced a fundamental question: when a perfectly posed AI-generated model replaces a living, breathing model, what do we lose? On social media and industry forums, the reaction has been visceral. Models and their advocates have sounded the alarm about livelihoods hanging in the balance. As Dr Jade McSorley, Head of Knowledge Exchange at the Centre for Sustainable Fashion, puts it: 'I can't help but wonder who really benefits here. Is this just another way for brands to sell more items? As someone who used to model for e-commerce companies, the personality you bring to images is suddenly diminished alongside the spontaneous, co-creative process we have with the whole creative team (all of whom will be impacted)." That tension, between crafting flawless visuals and preserving human agency, lies at the heart of the debate. Can an algorithm ever capture the lived stories, cultural nuances, and subtle imperfections that give fashion its emotional resonance? Or are we hurtling toward a homogenised ideal that ultimately leaves readers cold? Matthew Drinkwater, Head of Innovation at the Fashion Innovation Agency at London College of Fashion, offers a different take on things: 'The panic over AI-generated models says more about our fear of change than the technology itself. Fashion has never been about preserving the status quo, it thrives on disruption. To suggest that AI 'steals jobs' is as reductive as claiming digital photography killed fashion photography; it didn't, it redefined it. AI models won't erase human talent, they'll challenge us to rethink what creativity, representation, and beauty can look like in the 21st century.' This contrast in views highlights that there is no clear 'correct' answer to this issue, but that there are obvious merits to both approaches of image creation for fashion publications. The wider public appear to need some convincing, but things may possibly be a bit clearer for those sitting in the corner offices of fashion brands and industry publications. The Automated-Authentic Balance In boardrooms and creative studios, the formula is simple: AI tools can cut campaign costs by upwards of 70 percent, in some cases, and shorten lead times from months to days. On one side of this precarious balance sit the CFOs, dazzled by the promise of infinite model permutations and instant asset generation; on the other, sit the readers, especially discerning Gen Z audiences, craving analogue textures, real bodies and the subtle flaws that signal human artistry. Stitching those impulses into a coherent strategy is the industry's great challenge. One person with more than a little expertise on this balance is fashion-tech journalist Maghan McDowell. As a former Innovation Editor at Vogue Business, she has the inside track on the perceptions of these new technologies and their capabilities, from both sides of the equation. When speaking about the Guess ad in the latest issue of Vogue, McDowell told me: 'When I hear about controversies like this, my heart really sinks, because there's always an inevitable conversation about how art that has any impact from AI is inherently bad–and I think that's simply not true. But I do think there are bad ways to use it, especially when it's so new. In this situation, it looks very much like a traditional photo shoot, print ad, and I think the consumer is not there yet. Our eyes are not trained to accept that, our brains are not trained to accept that. I think, especially in these early days, any use of consumer facing AI needs to be disclosed and transparent, not hidden, or not seeming like it's hidden. Yes, there was an AI disclosure, which was very important, but I don't think that most people would would have seen it.' It is also worth noting that this is not Vogue's first foray into AI-generated content. As McDowell explains, 'there have already been editorial photo shoots or editorial projects [using AI-generated content] in various Vogues. I'm thinking of Vogue Singapore, Vogue Italia, Vogue Portugal, who have done legitimate editorial photo shoots that use AI in a way that is more celebrated. And so what we hear about often is when something goes wrong or when something doesn't land with the public. I think that's unfortunate, because we don't talk so much about the more successful uses.' 'It's not lost on me that this was a print issue of Vogue, and it's clear that people still very much do care about print magazines. It is creating influence, and the conversation is an important one, about the use of AI and creativity.' AI-Generated Models: A Greener Future For Fashion Shoots? AI isn't just a cost‑cutting measure; it can be a green tool. Fewer on‑site shoots mean less wardrobe waste, lower travel emissions, and smaller production footprints. On the consumer side, virtual try‑on experiences powered by AI avatars can reduce return rates; studies show as much as a 20 percent drop in e‑commerce returns when shoppers see garments on a model matching their exact measurements. That's a win for wallets and the planet alike. Vogue's foray into AI-generated models is more than a provocative ad buy; it's an inflection point for the entire industry. By confronting the humanity‑algorithm divide, exploring rigorous ethical guardrails, and embracing a hybrid future, brands and media can ensure that technology serves creativity, and not the other way around. In that balance lies the next chapter of fashion storytelling.
Yahoo
13 hours ago
- Entertainment
- Yahoo
'AI models in Vogue?' Guess ad sparks uproar
Vogue and Guess are under fire for the label's use of an AI model in an advert within the magazine's latest issue. In Vogue's latest issue, a two-page Guess ad features a model sitting at a table while wearing a pale blue romper detailed with creme floral mesh appliqué, and the same model leaning against a wall in a black-and-white chevron-patterned maxi dress, with a coordinating handbag. In fine print in the corner of the ad reads: "Produced by Seraphinne Vallora on AI." Reactions to the use of an artificial intelligence-generated model has been swift. Social media commentary have been harsh, especially toward Vogue, with calls to discontinue support for the magazine. "boycott Vogue NOW! they're pushing out models for AI, devaluing hard work and art of real people," one user wrote on X. "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?" another person wrote. Others shared disappointment that a real model was not used. "so many models wanting to appear in vogue, only for them to end up using AI models," one person wrote. "No actual human being has body proportions naturally like this with that symmetrical of a face and that airbrushed of of skin," YouTuber Isabel Brown said in a reaction video. "There already was major societal backlash to magazines trying to make women look completely unattainable and not realistic whatsoever." Guess has yet to post the advertisement on its social media pages. That has not stopped commenters from calling out the clothing company on other posts. USA TODAY has reached out to Vogue and Guess for comment. Seraphinne Vallora responds to AI, Vogue backlash The one company that has come out about the ad is its creator, Seraphinne Vallora. Described as an "AI-driven" marketing agency, the company's work has also been seen in Elle, Grazia, the Wall Street Journal, FT Magazine and Harper's Bazaar, according to the company's website. "Why can't engineers, graphic designers, 3D artists, coders, architect -any kind of creative- build beauty too?" the company said in a July 27 Instagram post. "And funnily enough, we actually hire photographers and models as part of our workflow," the company added, "we understand people may think Al will be replacing jobs, but in reality, it's just like any other tool in the design industry and it CREATES jobs, because this images are Al-Driven but made by HUMANS, CREATIVES AND DESIGNERS." H&M made headlines earlier this year when it announced it planned to make digital clones of its models, though it's "exploring" how to do so in "a responsible way." This article originally appeared on USA TODAY: Vogue AI model sparks uproar after Guess ad
ABC News
17 hours ago
- Entertainment
- ABC News
AI models in Vogue spark debate
Nick Grimm: To the uninitiated, Seraphinne Vallora might sound like the latest supermodel to grace the covers of the world's fashion magazines. But the name actually belongs to an artificial intelligence marketing agency. And when that company's name appeared for the first time in the photo credits of an advert in the glossy pages of Vogue, it set tongues wagging because the seemingly perfect blonde model depicted in the image isn't a real person. So is it the thin edge of the wedge for the fashion industry? Elizabeth Cramsie investigates. Elizabeth Cramsie: It once would have been unthinkable, but now one of the world's famous glossy magazines contains images of models generated by artificial intelligence. Damian Woolnough: I think it's inevitable that we will see more AI models blurring the lines between reality and this other world. Elizabeth Cramsie: That's Damien Woolnough, the fashion editor at The Age and the Sydney Morning Herald. He says an ad for fashion brand Guess in Vogue magazine is the latest use of AI to get chins wagging. Damian Woolnough: It's been happening for some years now. AI models already exist on social media. But the fact that one has appeared in Vogue, albeit in an advertisement, really shows that they are crossing the borders into fashion. Elizabeth Cramsie: Damien Woolnough says AI technology is moving faster than regulation can keep up with. Damian Woolnough: Through this, the replacement of makeup teams, hair teams, the whole industry that goes into creating these fantasy beautiful images. Elizabeth Cramsie: And that's before you even consider push by some for the fashion industry to show a more diverse, realistic range of body types. Damian Woolnough: The model used in the Guess campaign comes from one particular company. They say they don't have the technology available to create plus-size models, for instance. For them, they did early on have male models or different looks, but the fantasy model style is the one that cut business or customers for after. Elizabeth Cramsie: As for whether this latest development shows AI is going to wipe out jobs in the modelling industry, not everyone is worried. Martin Walsh is the CEO of the agency Chadwick Models. Martin Walsh: Generally, what happens is they scan a model on a green screen and then put various garments on them. And so what happens in that situation is they are paid an hourly rate for the scanning, and then they get paid a usage rate, which is part of the industry standard. Elizabeth Cramsie: He expects the fashion industry to continue using real human beings regardless. Martin Walsh: Professional models, particularly at our level, who are well-trained and well-experienced and know what they're doing on set and know how to generate an image that represents that garment or that product in the best possible way. Elizabeth Cramsie: The thought of AI being used to produce images of unattainable perfection has many worried. Melissa Wilton is from the Butterfly Foundation, which works to prevent the harmful impacts of eating disorders. Melissa Wilton: Our biggest concern with AI-generated models is this perpetuation of the stereotypical or the beauty ideal, which just doesn't exist. Elizabeth Cramsie: And while it might seem like there's been some progress on these issues over the decades, Melissa Wilton says people are still easily influenced. Melissa Wilton: It's very difficult to be able to switch off from those and be able to have the maturity and the ability to filter out some of those really problematic images. Elizabeth Cramsie: Regardless, it seems AI is here to stay in the fashion industry. And fashion editor Damien Woolnough says models are already selling the rights to their images, which could create a big problem with ageing. Damian Woolnough: AI twins are being created of supermodels that they can use for advertisers but not have to show up. I think that's going to also further complicate the problem moving forward, where a supermodel can stay forever young. Nick Grimm: Damien Woolnough is fashion editor for The Age and Sydney Morning Herald. That report by Elizabeth Cramsie, who's a real person.
ABC News
20 hours ago
- Entertainment
- ABC News
Her features are flawless. But this blonde, blue-eyed Vogue model isn't real
She has sleek blond hair, a delicate nose and flawless features. But she is not real. For the first time in history, Vogue has featured an AI model in its pages. The two-page spread, an ad for Guess's summer collection, is in the fashion bible's August print edition. But it has sparked significant online controversy, with some claiming it threatens diversity in fashion and reinforces already unattainable beauty standards. Others say it calls into question the future of real models. Here's what we know. The images were created by London-based AI marketing agency Seraphinne Vallora. Co-founded by former architects Valentina Gonzalez and Andreea Petrescu, the company builds fashion campaigns for major brands using artificial intelligence. "When we started, no one was doing this," the co-founders told the ABC in a statement. "But with the global attention we've received and the results we've shown, we're seeing a massive shift in awareness." They scored the Guess campaign after co-founder Paul Marciano "slid into their DMs" on Instagram. Once they'd worked with the brand to learn their creative vision, Seraphinne Vallora generated the imagery. It's a process they say can take several weeks and hundreds of iterations, as they work to perfect the texture, movement and details of the advertised product. The resulting Vogue spread featured summery images of a blonde model wearing a floral mini dress and a striped maxi dress. In one corner, there's a subtle disclaimer that the images are AI-generated. Vogue has faced online backlash for including the ad in its latest print edition. One reader says the magazine had "lost credibility". Others pointed out that with the rise of AI, even models would not be able to compete with unrealistic beauty standards. Vogue directed the ABC's inquiries to Guess, which did not respond by the deadline. RMIT fashion lecturer Rashmita Bardalai says Guess may have opted for an AI-generated model to cut the costs of traditional fashion shoots — both logistical and financial. "It also gives them control over styling environments, so they can place models in any type of digital world," she said. Seraphinne Vallora says while they can create any kind of model, they've noticed online engagement plummets as soon as they experiment with "more diversity". This includes different body types and facial features. "Our reach would drop from 10 million views per month to just 1 million. That's a 90 per cent decrease," they said in a statement. "We're simply reflecting what has been established culturally and what audiences still respond to today." Dr Bardalai says fashion has made "real progress" in diversity in recent years, platforming models with different body types, ages, ethnicities and abilities, as well as trans models. She says it's crucial AI is trained with unbiased datasets, to ensure it doesn't promote "outdated beauty norms". The Butterfly Foundation's Melissa Wilton says AI models may spark a surge in disordered eating, as people pursue increasingly "unrealistic and unattainable" beauty ideals. She said a 2024 Dove report showed almost 50 per cent of Australian women felt pressured to alter their appearance because of online content, even when they knew images were fake or AI-generated. "AI may also reinforce Eurocentric beauty ideals, such as light skin, straight hair and thinness, while also excluding racial minorities," she said. Seraphinne Vallora say they expect demand for their AI-generated models will explode in the coming years. However, they say they don't want to replace traditional methods, but offer a faster, lower-cost "creative alternative". Meanwhile, Dr Bardalai says while AI offers "really exciting potentials" in the fashion space — including supporting sustainable design and reducing purchase returns — it's crucial it's properly regulated. She says AI images must also be clearly labelled — currently not a legal obligation in Australia. But while AI models could "disrupt workflows" in certain fashion productions such as pre-launch teasers and lookbooks, Dr Bardalai says there's little risk they'll replace real-life models entirely. "How do we use this as a tool and not as a substitute?" she says. "But the human touch, the emotional intelligence — of course, that remains irreplaceable."
USA Today
a day ago
- Entertainment
- USA Today
'AI models in Vogue?' Guess ad sparks uproar
Vogue and Guess are under fire for the label's use of an AI model in an advert within the magazine's latest issue. In Vogue's latest issue, a two-page Guess ad features a model sitting with at a table while wearing a pale blue romper detailed with creme floral mesh appliqué, and the same model leaning against a wall in a black-and-white chevron-patterned maxi dress, with a coordinating handbag. In fine print in the corner of the ad reads: "Produced by Seraphinne Vallora on AI." Reactions to the use of an artificial intelligence-generated model has been swift. Social media commentary have been harsh, especially toward Vogue, with calls to discontinue support for the magazine. "boycott Vogue NOW! they're pushing out models for AI, devaluing hard work and art of real people," one user wrote on X. "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?" another person wrote. 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? Others shared disappointment that a real model was not used. "so many models wanting to appear in vogue, only for them to end up using AI models," one person wrote. "No actual human being has body proportions naturally like this with that symmetrical of a face and that airbrushed of of skin," YouTuber Isabel Brown said in a reaction video. "There already was major societal backlash to magazines trying to make women look completely unattainable and not realistic whatsoever." Guess has yet to post the advertisement on its social media pages. That has not stopped commenters from calling out the clothing company on other posts. USA TODAY has reached out to Vogue and Guess for comment. Seraphinne Vallora responds to AI, Vogue backlash The one company that has come out about the ad is its creator, Seraphinne Vallora. Described as an "AI-driven" marketing agency, the company's work has also been seen in Elle, Grazia, the Wall Street Journal, FT Magazine and Harper's Bazaar, according to the company's website. A post shared by Seraphinne Vallora (@seraphinnevallora) "Why can't engineers, graphic designers, 3D artists, coders, architect -any kind of creative- build beauty too?" the company said in a July 27 Instagram post. "And funnily enough, we actually hire photographers and models as part of our workflow," the company added, "we understand people may think Al will be replacing jobs, but in reality, it's just like any other tool in the design industry and it CREATES jobs, because this images are Al-Driven but made by HUMANS, CREATIVES AND DESIGNERS." H&M made headlines earlier this year when it announced it planned to make digital clones of its models, though it's "exploring" how to do so in "a responsible way."
