{"id":10950,"date":"2025-04-11T18:05:51","date_gmt":"2025-04-11T16:05:51","guid":{"rendered":"https:\/\/haimagazine.com\/uncategorized\/digital-twins-are-taking-over-the-runway-hm-ethics-and-a-new-definition-of-modeling\/"},"modified":"2025-06-26T15:41:23","modified_gmt":"2025-06-26T13:41:23","slug":"digital-twins-are-taking-over-the-runway-hm-ethics-and-a-new-definition-of-modeling","status":"publish","type":"post","link":"https:\/\/haimagazine.com\/en\/ai-industry\/digital-twins-are-taking-over-the-runway-hm-ethics-and-a-new-definition-of-modeling\/","title":{"rendered":"\ud83d\udd12 Digital twins are taking over the runway: H&M, ethics and a new definition of modeling"},"content":{"rendered":"

It started with aircraft engines, bridges and cooling systems. Digital twins <\/em><\/strong>were used to create virtual replicas of machines and industrial processes, allowing for their testing and optimization in a safe, digital environment. However, over time this technology began to permeate into other sectors. In medicine, thanks to patient organ models, it enables precise surgical planning. In the automotive industry, it allows for testing prototypes without building physical vehicles. In architecture, it helps analyze how buildings and bridges perform under different weather conditions. <\/p>

But like almost every technology with great potential, it eventually made its way where no one expected it: onto the runway. A digital human doppelganger\u2014fully controllable, available 24\/7, immune to jet lag and fatigue\u2014is more than just a new trend in the fashion world. This ushers a new era, where the body becomes a file and the face a licensed asset, like a font or a stock photo. <\/p>

H&M and the new era of models<\/strong><\/h4>

In March 2025, the Swedish giant H&M announced that it is creating digital twins of thirty models\u2014fully three-dimensional, designed for advertising campaigns. Importantly, the models will own the rights to their digital doubles and will be able to share their image with others\u2014including different competing brands. In practice, this means that a model who once poses for a meticulous scanning session can later “appear” in dozens of campaigns without having to show up at the photo shoot. The digital twin will work on her account. At first glance, it’s a perfect arrangement. The brand saves time and resources. The model rests and still earns money. The environment also benefits: fewer flights, smaller carbon footprint. Everything adds up. Until we take a deeper look. <\/p>

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Source: Model Mathilda Gvarliani and her digital twin (H&M)<\/figcaption><\/figure>

The domino effect and concerns in the creative industry<\/strong><\/h4>

The model will benefit from the presence of her digital clone. But what about the whole creative team? With stylists, photographers, makeup artists, lighting technicians? A digital twin doesn’t need makeup, doesn’t require positioning in front of a softbox and doesn’t need a manager. What once was a team effort is now turning into a solitary process carried out in front of a monitor. Without interaction, without dialogue, without room for chance. All the magic of the backstage is replaced by 3D graphics and prompt engineering. <\/p>

It’s no surprise that H&M’s decision was met with negative or at least skeptical reactions from the industry. Philippa Childs, head of the Bectu union, warned that such an approach could jeopardize the jobs of those who help create the world of fashion. Sara Ziff from Model Alliance added that although models theoretically gain control over their image, in practice, there can be unfair exploitation of their faces\u2014without transparent licensing rules and fair compensation. Moreover, even H&M admits that it can’t predict all the consequences of this change today\u2014neither for the models nor for the entire creative industry. Suddenly, it turns out that technology outpaces not only the market but also our understanding of what is fair. <\/p>

Uncertain future<\/strong><\/h4>

The issue of authenticity and credibility is another minefield. Does the viewer, looking at a perfectly rendered silhouette, know that it’s not a human? Or is it actually about them not knowing? <\/p>

What we see with H&M is a test not only of technology, but also of cultural, ethical and aesthetic boundaries. Will brands decide to create models “from scratch” in the future, without any human prototypes? Will we be watching campaigns featuring characters who were never born? Is it still “fashion”, or just a simulation? <\/p>

Avatar, or the mannequin’s daughter<\/strong><\/h4>

More and more brands are not only giving up on having models on set, but on models altogether. New characters, created from scratch, are stepping in. Virtual models are gaining followers, contracts and magazine covers. They always look exactly as the brand desires\u2014perfectly lit, symmetrical, with a personality tailored to the brief. They’re storming the runways and advertising campaigns, redefining what has been the most “human” element of fashion to date: the body. <\/p>

One of the most famous figures of this kind is Lil Miquela\u2014a digital influencer who has participated in fashion campaigns for Calvin Klein, Prada, Moncler and Bershka. She even had a photo shoot <\/mark><\/a>(completely computer-generated, of course) with Bella Hadid. <\/p>

Other digital models are gaining more recognition. Shudu, considered the first AI supermodel, appeared in the Fenty Beauty by Rihanna <\/mark><\/a>campaign. Her perfect figure and African features sparked a heated debate about digital appropriation of images. In turn, Imma<\/mark><\/a>\u2014the pink-haired Japanese character with an adorably serious expression\u2014appears in advertisements for IKEA, Puma, Porsche and Nike. Niche figures also appear, such as Brenn<\/mark><\/a>\u2014a virtual character with unconventional beauty and non-binary appearance, created to broaden the definition of beauty in the digital world. <\/p>

Some brands are creating their own AI avatars\u2014no surnames, no Instagram accounts, but with full control over their image. Levi\u2019s generated virtual silhouettes <\/mark><\/a>with different shapes and skin colors in collaboration with the Dutch startup Lalaland.ai<\/mark><\/a>. Mango used AI avatars in the “Sunset Dream”<\/mark><\/a> collection campaign. In the Motorola Razr 50 smartphone ad,<\/mark> <\/a>all silhouettes, styles and faces were also generated by algorithms. <\/p>

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