Latest news with #fashioncampaign
CTV News
17 hours ago
- Entertainment
- CTV News
Your favourite model? Thanks to AI, they might not be real
U.S. clothing brand Guess used AI-generated models in its latest campaign. The image was created by Seraphinne Vallora, an AI-driven marketing agency. (Seraphinne Vallora via CNN Newsource) American Vogue's August 2025 issue has been making headlines — and not only for its cover featuring actor Anne Hathaway, who is back in the limelight as she films 'The Devil Wears Prada' sequel. What has drawn much — if not more — attention can be found in the pages of the magazine: advertisements for the Californian clothing company Guess. At a cursory glance, nothing appears unusual: A Caucasian woman with wavy blonde hair, flushed cheeks and perfect teeth, bared in a wide smile, shows off a long stripe dress with a matching top-handle bag. In another image, she models a floral playsuit with a drawstring that cinches her waist. Yet, in small print on the page, it is revealed that the model was created using artificial intelligence. The campaign was developed by Seraphinne Vallora, a London-based AI-driven marketing agency, whose work has also been featured in titles including Elle, The Wall Street Journal and Harper's Bazaar. The discourse around the AI photos was ignited by TikTok user @lala4an, whose video on the Guess ad has since been viewed more than 2.7 million times. The revelation that AI models were inside the pages of Vogue sparked debate over what it might mean for real-life models pushing for greater representation and diversity, and consumers — particularly younger people — who often face unrealistic expectations of beauty. 'It's insane because it's not like we're short on people looking for modeling gigs or anything,' wrote one user on TikTok in a comment that, to date, has over 67,700 likes. 'So first normal women are comparing themselves to edited models… Now we have to compare ourselves to women that don't even exist???' wrote another. Several people have since called for a boycott against Guess and Vogue. Guess did not respond to CNN's request for comment. While the Guess campaign was a commercial decision, it would have still required internal approval at Vogue to be printed. A Condé Nast spokesperson confirmed to CNN that an AI model has never appeared editorially in Vogue. Though, digitally created models have featured in international editions of the title: Vogue Singapore previously showcased AI-generated avatars in its March 2023 issue. (Vogue Singapore is a licensee and not owned or operated by Condé Nast.) 'We still hire models' Valentina Gonzalez and Andreea Petrescu, the 25-year-old co-founders of Seraphinne Vallora, believe the outrage behind the Guess campaign is misplaced. Speaking to CNN on a video call, Petrescu explained that 'people think these images just came to be by AI, which is not true. We have a team, and we also still hire models.' Gonzalez and Petrescu were approached by Guess co-founder Paul Marciano to create AI models for the brand, they said. After reviewing multiple drafts, Marciano picked a digitally created blonde (Vivienne) and brunette (Anastasia) for further development. Both ended up being featured in Guess' ads, which appeared in Vogue and other magazines, Gonzalez said (though it was only Vivienne who went viral). To create the campaign, Seraphinne Vallora employed a real model, who, over the course of a week, was photographed in the studio wearing Guess clothing. That informed how the clothes looked on an AI model, said Gonzalez. 'We needed to see what poses would flatter the product most, and how it looked on a real woman. We cannot generate an image if we don't have an informed idea of what positions will be the most flattering.' Asked why brands wouldn't simply use a real model in their ads, Petrescu argued that AI gave clients greater choice and efficiency, by requiring less time and smaller budgets to execute than a typical marketing campaign. Seraphinne Vallora was initially founded as a jewelry label before pivoting into providing AI-led marketing services, Petrescu explained. 'We realized that to sell this jewelry, we had to put a lot of good content out there that attracted people. But we didn't have budgets at the time to hire real people to be the face of our brand, so we tried to make our own model.' As architecture graduates, both Petrescu and Gonzalez were well versed in photography, drawing and digital media, so they turned to AI to create a model that would tout their products online. The results, according to Petrescu, were positive. 'We had millions of views on our Instagram Reels and tens of thousands of likes on some posts,' she said. The novelty of an AI model has appealed to many, added Gonzalez. 'The reason it went viral was because people were like, 'oh my god, is she real?'' Lack of diversity Guess is not the only brand to have used AI models. Last July, Mango introduced its first AI-generated campaign to promote clothing for teenage girls. In one image, a young woman is wearing a colorful co-ord set. While the garments shown were real and available to purchase, the model was entirely AI generated. In March 2023, Levi's said that it would begin testing AI-generated models to ensure more diverse body types and skin tones in its marketing. AI generated models Levi's AI models sparked concerns that the company could profit from the appearance of diversity without investing in it. Levi's has said it remains committed to working with diverse models. ( via CNN Newsource) Those launches were also met with criticism, with some seeing the AI creation of a model — especially a person of color — as a way for companies to profit from the appearance of diversity without having to invest in it, while also potentially pushing professional models out of their jobs in the process. Others feared the move would also negatively impact the livelihoods of photographers, makeup artists and other creatives traditionally involved in creating a campaign. In an October 2024 interview with Bloomberg, Mango's CEO Toni Ruiz justified the use of AI models, saying that advertising could be created more quickly. 'It's about faster content creation,' he said. Mango did not reply to CNN's request for comment. Levi's responded to criticism at the time of its announcement, clarifying that it was not 'a means to advance diversity' and the company remained committed to working with diverse models. The brand added it would not scale back live photoshoots with models. Noticeably, the AI models shared by Seraphinne Vallora on its Instagram are largely white and have conventionally attractive features, such as luscious hair, a fit body and facial symmetry, which align with widely held societal standards of beauty. Asked why there isn't greater diversity among Seraphinne Vallora's AI models, Petrescu said there were no technical limitations, but they simply followed directions from clients. She added that on testing a variety of models, they 'saw what works best with the public. We saw what people responded to.' The varied responses to their AI models have been considerable, said Gonzalez, with likes on a single Instagram post ranging from a few hundred going up to tens of thousands. 'To create an AI model, it takes time, so we want to make sure that people engage with it,' Gonzalez noted. For Sara Ziff, who started work as a model in New York at age 14 and is the founder and executive director of the non-profit organization Model Alliance, the concerns around AI are not unfounded. As the technology becomes more widely adopted, Ziff argued that brands and creators must consider 'how it can best be rolled out and how it can be used responsibly,' she said. 'We need to ask who's getting paid, who's getting seen and who gets erased.' A future with digital doubles The rise of AI models is not worlds apart from virtual influencers, who are already overlapping with real-life ones. Digital avatars such as Lil Miquela and Shudu have large followings on social media and wear clothing from luxury brands like Prada, Dior and Calvin Klein. Neither digital model is Caucasian, and both have at least one white creator (Shudu was created by British visual artist Cameron-James Wilson and Miquela by Los Angeles-based creatives Trevor McFedries and Sara DeCou). Not all AI creations are entirely fictional, either. In March, H&M said that it would create AI 'twins' of 30 real-life models, with the intention of using them in advertising campaigns and social media posts. As part of the agreement, each model would own the rights to their twin, meaning they can book multiple photoshoots with brands (including H&M's competitors) and, in that sense, be in more than one place at once. The first images, using AI-made photos of models, were released this month. In a statement provided to CNN, H&M's chief creative officer Jörgen Andersson said the company would not change its 'human-centric' approach and was simply 'exploring how AI can enhance the creative process.' He added: 'We recognize that there are many questions and concerns around our engagement in AI, however, we are committed to approach this ethically, transparently, and responsibly.' Some luxury brands have experimented with technology to create digital doubles. In 2021, Dior created a digital version of real-life ambassador Angelababy (who has been dubbed the 'Kim Kardashian of China' due to her prolific appearances and extravagant lifestyle) to virtually attend its fashion show in Shanghai. A computer-generated version of supermodel Naomi Campbell appeared in Burberry's campaign that same year. Recalling her previous experience working for an online luxury retailer, Lara Ferris — now strategy director of Spring Studios, a global creative agency with clients such as Louis Vuitton, Tom Ford and Estée Lauder — said: 'Ten years ago, they tried to shoot products at volume. Clothes like T-shirts, shorts, coats and dresses would be photographed and transposed onto an online model. There was no human involved.' The use of AI models allows companies 'to create images at scale very quickly,' said Ferris. It's indicative of the rapid growth and globalization of the fashion industry, which has created tremendous ethical and environmental problems. 'We've always struggled with appetite and demand, and this is how the industry keeps up. The fact that you can create an image and reproduce that across thousands of products is very mass. But does it feel premium? No,' she concluded. Michael Musandu, the CEO and founder of digital model studio which partnered with Levi's to create its AI models, said that the use of AI models in fashion is already more widespread than many realize, and that brands of all sizes are simply not disclosing it because there is no legal obligation to. The recent sale of Musandu's company to digital design firm Browzwear is a testament to the growing opportunities in the space, he said. Like many AI model creators, Musandu insists his work is supplementary and not intended to replace real-life models. 'We launched by solving a massive problem, which is people of color feeling underrepresented while shopping online. I never got to see models that looked like myself,' said Musandu, who was born in Zimbabwe, raised in South Africa, and studied computer science and AI in the Netherlands, where he is currently based. As diversity in fashion continues to be a priority, brands are still shooting with real models but using AI to increase their output, said Musandu. 'There is no brand that we work with that is scaling down on traditional photography.' Musandu added that it would be impossible to entirely replace real-life models, who 'can create genuine connection with consumers.' Spring Studios' Ferris agrees, noting that the most successful models and online influencers today, such as Julia Fox, Gabbriette and Olivia Neill, are not traditional in that they are not 'statuesque and don't speak,' but they have a large fanbase because they are 'really active online and engaged with their communities.' While it will become 'increasingly difficult' to tell an AI model apart from a real-life person online, Ferris argued that the latter's personalities will set them apart and become an even greater asset. Still, the further use of AI in fashion is just another potential risk for models, who have historically lacked protection in the workplace and across the sector. It's what the New York State Fashion Workers Act, which took effect in June, seeks to do (the new law, co-sponsored by Ziff's Model Alliance, regulates model management companies, provides complaint procedures and sets up penalties for violations). 'I don't think that the use of AI is inherently bad, but it will be used to exploit people without the proper guardrails in place,' said Ziff. The new law, she added, 'is not a silver bullet by any stretch, but it's a starting point.'
CNA
18-07-2025
- Entertainment
- CNA
Model-actress Emily Ratajkowski stars in new Gucci monogram campaign
Model-actress Emily Ratajkowski is the face of Gucci's new campaign dedicated to the iconic GG Monogram. Framed by the shifting light of a day in Cannes, the campaign captures Ratajkowski in a series of moments, from pauses on city corners to the late-day glow along the promenade. Photographed by Daniel Arnold, the campaign unfolds a balance of presence and ease, movement and stillness. As she moves effortlessly between the city's crowds and the carefree calm of the beach, her journey is threaded by one constant, the GG Monogram. Seen across a spectrum of pieces, from new handbags to archival-inspired travel silhouettes from the Gucci Savoy line tracing back to the House's beginnings in the world of luggage, the motif becomes a discreet companion, a signature presence woven into the everyday. Central to this narrative is the recently debuted Gucci Giglio handbag. Unveiled during the Cruise 2026 fashion show in Florence, Gucci Giglio pays homage to the house's roots, celebrating the Giglio, the lily emblem synonymous with the city since medieval times. Debuting at the historic Gucci Archive, the piece reflects over a century of artisanal mastery, innovation, and expressive design, drawing on archival codes and heritage techniques while embracing modern craftsmanship. The campaign also introduces a new chapter of the Ophidia collection. Drawing from handbag and accessory silhouettes of the late 1970s, the new Ophidia pieces feature soft GG Monogram coated canvas, green cotton lining, the Double G emblem in polished light gold metal, and the signature Web stripe that boldly defines each silhouette. A highlight of the campaign is the Mini GG handbag, a new design available for pre-order online and in store, which reimagines the house's signature duffle style in a compact form.
The Sun
07-07-2025
- Entertainment
- The Sun
Cruz Beckham sends olive branch to Brooklyn in family feud – as he's slammed over new modelling shoot with wife Nicola
CRUZ Beckham appears to have reached out to his brother Brooklyn following their ongoing family drama. The son of David and Victoria Beckham, 20, has extended an olive branch by liking Brooklyn's latest fashion campaign on social media. 6 6 According to reports, Brooklyn is no longer on speaking terms with his siblings - but Cruz appears to have made a move in the right direction. Brooklyn and his wife Nicola Peltz have fronted a dramatic new fashion campaign - and Cruz has given his seal of approval. The cinematic-inspired shoot sees the pair share the lens for a campaign for Moncler Collection's Pre-Fall edition. Brooklyn and Nicola can be seen in a series of romantic moments in the six figure deal with the designer firm. The shots appear to be taken minutes away from the Beckhams ' home in West London. A second remarked: "Nepo babies." A third mused: "Making the brand tacky. Unfollowed." A fourth noted: "He looks like David here." "Text your family. It's heartbreaking," penned another. Watch sweet moment Cruz Beckham and girlfriend Jackie perform at dad David's 50th birthday amid feud with brother Brooklyn "How could you treat your parents like this? So sad," contemplated another follower. One supportive user ranted: "Here we go again with all the keyboard warriors commenting on Brooklyn's business that they know nothing about!" Another pleaded: "Why you're home, go make amends with your parents @davidbeckham @victoriabeckham. Life is short and you only get one lot of parents, take it from someone who has lost both!" It's thought the US-based pair flew to London for the advertising campaign in May, after not appearing at his dad David's 50th birthday celebrations. Two weeks after the party, the couple, who live in Los Angeles, jetted to London for the Moncler shoot but failed to meet up with Brooklyn's family. David and Victoria were left 'heartbroken' when Brooklyn and Nicola failed to attend the birthday celebrations. As well as David's big bash, Brooklyn was also absent from the pre-birthday fishing trip with his sons Cruz and Romeo, an intimate dinner at their Cotswolds home and his star-studded soiree in London. Sources said the snub was a "dagger to the heart" for his parents. Reports blamed Romeo's most recent girlfriend Kim Turnbull, 24, for Brooklyn missing his dad's birthday. Brooklyn and Kim were said to have dated at school, and sources claimed he felt uncomfortable that his ex would be at his dad's birthday bash. However, Kim insisted they never dated and she objected to being "embarrassed on the basis of lies." Rumours about a feud with the Beckham clan and Nicola, 30, have circulated since her £3million wedding to Brooklyn, 26, in Florida in 2022. 6 6 6 6
Daily Mail
21-05-2025
- Entertainment
- Daily Mail
EXCLUSIVE Brooks Nader proves how bendy she is in wild photo shoot as she reveals secret to her 24in waistline
Brooks Nader has flashed her amazingly toned body to star in the new dazzling summer Larroude campaign. The former Dancing With The Stars competitor talked to about how she stays in such incredible shape. 'I've been so busy so working out and staying healthy!' the 28-year-old shared. 'It has been hard to be honest. My favorite workout is a long power walk, that's my jam.' The star who is a size two and has a 24in waistline also focuses on consuming nutrient-rich foods such as fruits, vegetables, and lean protein. And she also touched on how much she loves the company. 'It was such a dream working with Larroude. I have been a fan and customer since they launched,' she shared with 'Summer is my favorite season, so shooting all the fun summer looks was a dream,' noted the star who will next be in a reality show with her sisters for Hulu. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new Showbiz newsletter to stay in the loop. Her favorite items screams summer party: 'I loved the white dress, it was the most true to me and my style.' Brooks has been a part of the Larroudé story since the earliest days in 2021. 'Her vibrant energy, magnetic personality, and free-spirited charm perfectly embody what it means to be a Larroudé girl. That's why we named one of our signature styles, the Brooks Pump, in her honor,' the company shared with The company shared online: 'Supermodel and entrepreneur Brooks is a busy woman. She knows that life moves pretty fast. If you don't stop and own the moment, you miss it… which is why you always wear the right shoes!' Larroudé is a fashion brand with a factory in Brazil. It was founded by Marina Larroudé and her husband, Ricardo Larroudé, known for its playful, whimsical footwear and its commitment to ethical production and sustainability. The brand aims to deliver 'high-quality, stylish shoes that are both comfortable and affordable.' This comes after Brooks talked her single life following her split from Dancing with the Stars ' Gleb Savchenko and divorce from ex Billy Haire. The star's divorce was finalized from businessman Billy, 39, last month when a New York judge signed off on the judgment almost a year from when the model first filed in May 2024. Although the terms of the settlement are not disclosed to the public, can reveal that Brooks' attorney entered a proposed settlement in August 2024, but it took the court eight months to officially finalize. They were married from 2019 to 2024, but had been living apart from months before Books filed for divorce. Billy has since moved on and is reportedly dating Southern Charm star Naomie Olindo. While her divorce was pending, she began dating her DWTS partner Gleb, 41, while she was a contestant on the show in season 33, which aired last fall. The Russian pro dancer and the Sports Illustrated model, although on-again, off-again, ended their relationship in April following reports that Gleb had cheated on Brooks - something he has since denied. In a new interview with Brooks talks about being single for the first time in her life and how she's moving on from her recent relationship. 'I'm just having fun. I haven't been single ever in my entire life, so I'm just enjoying the ride,' she said while promoting her partnership with Raising Cane's. As she was getting glammed for her appearance at the 2025 Sports Illustrated Swimsuit Issue launch party in New York City, she admitted that traveling so much has made it difficult for her to settle down with someone special. And she also touched on how much she loves the company. 'It was such a dream working with Larroude. I have been a fan and customer since they launched,' she shared with 'I've been back and forth to Miami all week working,' she explained. 'So, if there's a lot of work going on, it's hard to navigate dating life with that. But I'll find time when the person is right.' When asked what lessons she's learned from her last relationship with Gleb, she said, 'I would say honestly that life throws you so many different curve balls and you just need to have a good girl gang and support system around you at all times. 'You never know what life is going to throw your way and just stay true to yourself and your superpowers.' Gleb and Brooks broke up for the second time at the beginning of April after he reportedly cheated on her. A source told People that she suspected he had cheated on her and called things off over the April 5th weekend. However, the pro dancer was shocked to learn about this since he told Page Six that he learned she had ended their relationship in the news. 'The last communication I received from her was a text on April 6, asking to speak. I called her in response, but she has not replied,' he said. In a recent interview with E!, he set the record straight and adamantly denied cheating. 'I'm not a cheater,' he insisted. 'I'm actually a family guy. I'm a relationship guy. I'm not a f**kboy who goes around and goes on all these dates. I'm not even on dating apps.' Their messy split is still being talked about, with Brooks' sister recently revealing that the pair were allegedly intimate frequently in their trailer on Dancing with the Stars. Grace Ann, 24, spilled on the Chicks In the Office podcast, 'I can tell you firsthand. Every time I visited Brooks's trailer, the trailer was shaking every single time. I never wanted to go in there. I was always knocking.' Brooks told that her sister 'wasn't lying,' but that she is 'not even speaking' to her sibling right now because of her 'outing' and because she 'doesn't trust' her after sharing with the world about her sex life. Despite not having a long-lasting relationship come out of her experience on DWTS, she called it 'one of the best experiences in my life' and said she would 'encourage anyone who has the opportunity to go on the show to definitely say yes.' The Louisiana native is in the midst of filming a reality show, Love Thy Nader, with her sisters Grace Ann, Mary Holland and Sarah Jane Nader. The Hulu show is expected to be released this summer and follows the siblings as they chase their dreams in New York City as they navigate balancing their fashion and modeling careers and sisterhood away from their southern roots. 'It is a dream come true. I mean, I didn't know how working every day with family would be, but it's honestly just how it was growing up. 'It's chaotic, it's fun, it's energetic, it's a lot of freaking drama and a lot of late night Raising Cane's and gossip sessions,' she told Although there were rumors that her breakup with Gleb was for the show, the model said, 'I can tell you with a hundred percent certainty, I wish it was dramatized because that would make my personal real life a lot easier. 'But it is all real, and you'll see that when the show comes out. You cannot make this sh*t up.' Unlike The Kardashians, Brooks said that the Naders are 'very different.' 'We're from the deep, deep south in Louisiana, and we're all living in New York City, so it's kind of swamp people meet Sex in the City sort of situation,' she explained. 'We're all in our 20s. We're all dating and navigating that in the modeling industry together. And so it is going to be, I think, unlike anything anyone's seen before.' Ahead of attending the 2025 Sports Illustrated Swimsuit Issue launch party on Thursday night - where has learned that her ex Billy Haire also attended - Brooks chowed on Raising Cane's chicken finger combo - something she called her 'guilty pleasure' but says she 'has no shame in the game.' 'I am not a healthy eater, whatsoever. I'm not like that girl. Raising Cane's is a huge major food group for me,' she admitted. 'I am from Baton Rouge, Louisiana, and actually went to the same high school as the founder, Todd Graves, so I literally grew up on Raising Cane's.
.jpg&w=3840&q=100)
Vogue Arabia
19-05-2025
- Entertainment
- Vogue Arabia
After the Met Gala, it's Official: Gigi Hadid is a Miu Miu Girl
Photo: Miu Miu High society portraiture from the 1920s was the frame of reference for Miu Miu's 2025 leathergoods campaign, photographed by Steven Meisel and then digitally 'painted' to echo brushstrokes. During this period of history, sitting by yourself for a portrait was not a common practice for women; capturing a female while she's alone and at peace was an intense, yet also meaningful moment. 'There is life in the stories,' says Hadid. 'I love learning about these references from the creative team, and communicating that through the image.' Over the years, the model has cemented her presence in the industry as a master of versatility, from her runway shows and campaign shoots to her magazine covers. In 2017, she starred on the inaugural issue of Vogue Arabia, and last month, covered Vogue, each time tapping into different visual identities. For this campaign, donning a wavy bob and layers of Miu Miu – emblematic of the brand's quintessential playful-yet-polished aesthetic – Hadid carries different iterations of the suede Wander and Arcadie Matelassé bags. Echoing the name of the distinctive bag she models, wandering is an activity that Hadid enjoys tremendously – especially as a mother. She says that if she could wander anywhere, it would be to Disneyland, with her daughter Khai. And while Hadid has the opportunity to travel to all corners of the world, her ultimate escape is to her farmhouse in Pennsylvania, with Khai: 'Away from cities, away into nature – that is paradise for me.'
