H&M is experimenting further with generative AI.
The fast fashion retailer unveiled the first images of an ongoing project that features digital twins of professional models. Each AI-generated double is developed in close collaboration with the models, who retain full control over their digital counterpart.
“This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent,” said model Vanessa Moody, who is featured in the project.
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In March, the Swedish retailer announced it was partnering with third-party artificial intelligence provider Uncut to create digital replicas of 30 real-life models. The idea is that the models’ digital likenesses can be used to develop product imagery without a full-on photoshoot.
Co-created with a dedicated team of AI creatives, photographers, creative directors and models, H&M said the project shows how generative AI can be used to elevate the creative process.
Jörgen Andersson, H&M’s chief creative officer, described AI is another tool for creatives that can amplify their work.
In a behind-the-scenes video, he said H&M is approaching AI with a “great deal of curiosity” and noted how the technology is sparking new conversations with professional models.
“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many,” Andersson said.
The first images showcase the digital twins in denim staples and coordinates across various city backdrops. Throughout the fall, H&M will unveil more “creative expressions” across different cities, exploring the possibilities of visual storytelling in close collaboration with the creative team.
