In August 2025, Vogue US published a Guess advertisement featuring two AI-generated models, created by London-based agency Seraphinne Vallora. Dubbed Vivienne and Anastasia, the models were presented as hyper-realistic representations of women, with a small disclosure noting their AI origin — a detail easily missed by readers.
The campaign immediately sparked social media uproar. On TikTok, users criticised both Vogue and Guess for using “fake women,” with some calling for subscription cancellations or a boycott of the magazine. Lifestyle creator Payton Wickizer said, “The fact that they are using fake women in their magazines — speechless.” Marissa Spagnoli, referencing Guess’s iconic past campaigns with Eva Mendes and Drew Barrymore, added, “This doesn’t make me want to buy anything.” Other commenters expressed concern for the livelihoods of models, photographers and creatives potentially displaced by AI-generated alternatives.
Psychologist Dr. Nicole Hawkins emphasised the psychological impact, noting that exposure to digitally perfected images can normalise unrealistic beauty standards, leading young women and girls to internalise unattainable ideals and feel inadequate. In response, Seraphinne Vallora co-founders Valentina Gonzalez and Andreea Petrescu stressed that their goal is to supplement — not replace — the fashion industry. “The heart of fashion is photography,” Gonzalez said. “We will never challenge that. This is meant to just supplement and to add a new avenue of marketing.”
Guess’s AI campaign is far from the first experiment in this space and past examples illustrate the challenges brands face when adopting AI-driven imagery. In 2024, Victoria’s Secret collaborated with Maison Meta on a Barbie-inspired AI campaign, but the hyper-realistic models were later adjusted to look overtly CGI, undermining the brand’s rebranding efforts toward inclusivity. Similarly, Levi’s partnered with Lalaland.ai in 2023 to showcase diverse body types digitally, yet critics accused the brand of “fake diversity,” arguing that real models could have achieved the same representation while preserving jobs. H&M’s use of digital “twins” of real models in 2025 raised questions about consent and the displacement of creative teams and Mango’s deployment of AI models to speed up content for teenage audiences provoked complaints about inaccurate body representation and the perpetuation of fast-fashion harms. Even speculative discussions about brands like SHEIN suggest that AI may become a natural extension of ultra-fast, low-cost content production, illustrating potential ethical pitfalls in the industry.
Beyond these controversies, AI-generated fashion campaigns raise a fundamental question on the ethical and professional implications of using AI in fashion campaigns. Creative directors such as Sybille de Saint Louvent have used AI to produce campaigns for Prada, Gucci and Jil Sander, recreating brand signatures with remarkable precision. At first glance, these images capture the familiar identity of each brand, yet critics argue they lack the depth and storytelling that human-led campaigns provide. Laurent François — managing partner at 180 — notes that entirely AI-driven campaigns often feel “anecdotal,” replicating the past rather than creating compelling new narratives. Some brands have begun to explore AI’s potential to expand creative possibilities — such as Moncler Genius and Adidas Originals’ 2023 collaboration — which blended AI-generated adventurers with mixed-media sculptures to create immersive experiences that transcend mere product display.
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Beyond brands — agencies such as Deep Agency allow brands to create entirely virtual photoshoots using synthetic models or AI versions of real people — raising further questions about consent, representation and accountability. Critics argue that while AI promises efficiency and inclusivity, it risks eroding the human creativity and professional livelihoods that underpin the industry. With AI-generated imagery becoming increasingly indistinguishable from reality, calls are growing for clearer regulation, transparency and labour protections to ensure that technology augments rather than replaces human talent.
The ethical implications of AI in fashion extend far beyond aesthetics alone as consumers continue to demand transparency and campaigns that rely solely on AI risk eroding brand credibility. The technology also raises serious labour concerns, as models, photographers, stylists and makeup artists may be replaced by cheaper, infinitely reproducible digital alternatives. Issues of consent and likeness rights are emerging as well, with human models potentially losing control over digital replicas of their image. Moreover, generative AI is energy-intensive, prompting questions about environmental responsibility in a sector already scrutinised for sustainability.
The rise of AI-generated influencers further illustrates the ethical and economic stakes of digital models in fashion. Spanish AI influencer Aitana Lopez — created by the design agency The Clueless — has amassed 127,000 Instagram followers and reportedly earns up to USD 11,000 per month through sponsored content, demonstrating the lucrative potential of virtual personalities. These AI figures operate without the limitations or demands of human labour, responding to fans in multiple languages, maintaining curated personas and appearing in brand campaigns around the clock. While agency founders insist these models are supplemental rather than replacements for human talent, their existence highlights the increasing commodification of digital personas and the risk of normalising algorithmically generated ideals over real human representation — raising questions about authenticity and the psychological impact on audiences.
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Beyond this, there is the growing commercialisation of human-like personas, as brands increasingly invest in digital figures that can be meticulously controlled and monetised — free from the unpredictability of real people. Aside from marketing, AI influencers also blur the line between reality and simulation, challenging audiences to discern genuine human representation from algorithmically generated personas.
Experts suggest that the most responsible use of AI lies in augmenting rather than replacing human creativity. By automating repetitive or purely functional tasks, brands could free up resources for production design and meaningful audience engagement, rather than simply cutting costs. As AI technology continues to evolve, the decisions fashion houses make now will define the ethical and creative landscape of the industry for years to come. Vogue US’ Guess controversy illustrates both the promise and perils of AI in fashion. On the one hand, they have the potential to produce striking visuals, but without careful oversight, AI risks undermining authenticity, labour rights and the very human artistry that has long been at the heart of the industry.
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