Behind H&M's AI Digital Twin Fashion Models

In the fast-paced world of high fashion, efficiency and innovation are key.

The latest development? Utilising AI to create digital twins of models.

This approach to creativity allows models to be in two places at once — kind of.

With demands such as photoshoots scheduled on opposite sides of the country the same day, the digital twin technology crafted by H&M in collaboration with AI provider Uncut appears as a seamless solution.

H&M's venture into AI-assisted fashion imagery involves creating digital replicas of 30 real-life models, as reported by the Business of Fashion (BoF).

These AI-crafted likenesses are not just static images but are capable of participating in product marketing without the traditional logistical hurdles of organising photoshoots.

Collaborating directly with the models and their agencies, H&M aims to integrate these digital replicas in social media and actual advertising campaigns.

In the name of transparency, BoF notes that such content will be distinctly watermarked, acknowledging AI origin and allowing analysts to gauge public response to digitally crafted campaigns.

Modelling a digital twin

For years, brands have embraced virtual influencers and models to redefine digital engagement.

In 2024, Aitana Lopez, a pink-haired AI creation from a Spanish creative studio, captured attention with her rise to more than 300,000 Instagram followers.

Collaborating with brands like Zara and Sephora, she became a prominent figure in the virtual influencer space.

Remarkably, Aitana reportedly "earns" US$11,000 per campaign.

These virtual personas have revolutionised brand-audience interactions and reshaped perceptions of AI.

Aitana’s creators even report receiving date proposals for her.

However, despite their influence, these models remain digital constructs rather than extensions of real individuals — and their computer-generated appearance reflects this.

H&M is taking a different approach by creating digital twins of human models.

This involves capturing extensive photos of their models in various settings, movements, and lighting conditions. The goal is to replicate every detail, from birthmarks to unique movement patterns.

According to BoF, this meticulous process ensures the AI-generated twins are accurate and realistic.

Unlike virtual influencers like Aitana, these digital twins will complement their physical counterparts rather than replace them.

Moreover, H&M’s models will retain ownership rights over their AI replicas, enabling them to license these digital doubles to other brands beyond H&M.

AI's role in fashion's future

The infusion of AI in fashion is strongly championed by Jörgen Andersson, Chief Creative Officer at H&M.

“We are curious to explore how to showcase our fashion in new creative ways — and embrace the benefits of new technology — while staying true to our commitment to personal style,” he says.

“This initiative is about exactly this: exploring the benefits of what generative AI can bring to the creative process.

“We see this technology as something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way.

“Ultimately, H&M’s purpose is to liberate fashion for the many and to celebrate self-expression in everything we do.”

However, the rise of AI in creative industries is not without its critics.

For instance, a previous initiative by Levi’s deploying AI models faced backlash amid concerns over potential job displacements within the creative sectors, pointing to the complex balance companies must achieve between innovation and traditional employment.

Furthermore, the monetisation of digital twins raises questions still being navigated by the industry.

Louise Lundquist, a business developer at H&M, told BoF that while compensating digital twins is “a new revenue stream”, the same arrangement may exist: “This would be exactly the same,” she says.

“It’s the digital twin being compensated for the usage rights of the digital twin.”

A spokesperson for H&M said the company also had nothing further to share on how the participating models would be compensated for work completed by their digitally generated twins.

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