H&M Faces Backlash Over Use of AI-Generated Models: “A Threat to Real Work”

In late March 2025, fashion giant H&M announced a controversial move to create AI-generated “digital twins” of 30 models, including recognizable faces like Vilma Sjöberg and Mathilda Gvarliani. The virtual models are intended to appear in the brand’s global social media campaigns—without ever stepping in front of a camera again.

The initiative, which the company frames as a creative accelerator, has quickly drawn fire from labor unions, model advocates, and others in the fashion industry. Critics argue it could undermine job security, reduce diversity, and blur the line between real and synthetic content.

“This isn’t about innovation—it’s about cost-cutting,” said Sara Ziff, founder of the Model Alliance. “These AI replicas threaten to erase opportunities for real working models who already struggle with precarious employment.”

While H&M claims the AI models are intended to “enhance creativity” and reduce the environmental impact of travel, the backlash underscores broader concerns about the unchecked use of AI in consumer-facing industries. The company insists that all digital likenesses were created with the models’ full consent, and that the tech is being used to complement—not replace—humans in the creative process.

Still, observers worry the move sets a precedent for brands to bypass traditional labor and use generative tools to flood channels with synthetic content. Already, legislation like the Fashion Workers Act in New York and the EU’s AI Act are being drafted or enforced to create boundaries for how AI can be used in creative industries. The tension isn’t just about modeling. Industry creatives—including stylists, photographers, and set designers—see this as a slippery slope. If digital stand-ins are seen as “good enough,” what happens to the people whose craft makes fashion campaigns vibrant and human?

Despite the controversy, H&M has not announced any changes to the rollout of its AI-generated models. This incident serves as a warning for both retailers and AI vendors: innovation without a people-first approach risks a serious PR fallout. In a world increasingly shaped by automation, companies that ignore the human cost may find the brand equity they’ve built eroding—one digital twin at a time.