AI INNOVATION
AI is turning up everywhere, even on the catwalk.
As the tech becomes easier to use, fashion brands are jumping in, but not everyone’s convinced it’s a good thing.
Unions and campaigners are raising concerns about what happens when digital tools start replacing real jobs.
Paul Fleming from Equity says paying models for their digital likeness is a start, but without proper legal backing, it doesn’t go far enough.
He warns that chasing innovation shouldn't come at the cost of human creativity.
Sara Ziff from Model Alliance agrees.
She points out that AI could easily push out make-up artists, stylists, and other creatives, people who already have little protection in the industry.
In brief:
Equity and Model Alliance want stronger legal protections for creatives
Big brands are testing AI, but not without criticism
AI models and influencers are no longer a novelty—they’re becoming the norm
Less touch-up, more touchpad
It’s not the first time fashion’s flirted with AI. Levi’s tried AI-generated models in 2023 but had to reassure people that real photo shoots weren’t going anywhere.
Mango went all-in with an AI-only campaign last summer.
Even virtual influencers and AI beauty pageants are picking up speed—proof that this shift isn’t slowing down.
Imagine being styled by an algorithm.