Fast fashion companies like H&M are increasingly integrating "digital twin" technology into their marketing and design processes, creating lifelike AI replicas of real human models. This innovative approach debuted recently with H&M's initiative to clone 30 actual models, utilising a sophisticated combination of full-body scanning and voice modelling. These digital avatars are intended not just for product promotion but also for interaction with consumers and virtual modelling of clothing, signalling a significant shift in how fashion brands engage with their audience.
The trend towards using digital twins raises important questions surrounding equity, identity, and environmental responsibility. Scholars like Jul Parke, a PhD student at the University of Toronto, have highlighted the necessity for regulatory frameworks that ensure fair compensation for individuals whose likenesses are used. As this technology progresses, the ramifications for the labour force in creative industries could be substantial, particularly for models, photographers, and influencers who might see their roles diminished in favour of these digital doubles.
Concerns have been amplified by the broader implications of fast fashion, an industry notorious for its environmental footprint—producing over 92 million tons of textile waste annually. While the introduction of AI models could theoretically enhance operational efficiency and reduce waste, it also risks further entrenching the practices of overproduction and rapid consumerism. Fast fashion firms like Heron and Zara, while exploring AI to streamline their offerings, still face criticism for prioritising profit over sustainability and ethical practices.
In addition to environmental concerns, the ethical dimensions of employing digital twins cannot be overlooked. Although some models may maintain ongoing compensation and rights associated with their digital likenesses, the overriding industry norms regarding pay and the treatment of likenesses remain inconsistent. Initiatives by companies like Levi Strauss to enhance diversity and inclusivity through AI modelling do exist, yet they often grapple with accusations of "simulated diversity"—where AI models portray varied body types while failing to address the real-life experiences of human models.
Industry experts, including advocates from the Model Alliance, are calling for clear regulations to oversee the use of AI in fashion, aimed at safeguarding models' rights and ensuring ethical standards in technology implementation. The rapid integration of digital clones poses a potential threat to traditional models, particularly those who may not have substantial online followings or industry clout to negotiate their rights effectively.
Moreover, consumer awareness will play a pivotal role in shaping the future of this trend. Encouraging shifts towards sustainable practices, such as thrifting and purchasing secondhand garments, can mitigate the environmental impact of the fast fashion industry. By opting out of fast fashion—a sector already riddled with exploitative practices—consumers can drive demand for more ethical alternatives.
As H&M and other fast fashion giants continue to explore the realms of AI and digital twins, both opportunities and ethical challenges lie ahead. The need for comprehensive legal frameworks to protect the rights of models and ensure fair compensation will be crucial in navigating this evolving landscape. Ultimately, the decisions taken today will have a lasting impact on the industry's trajectory, marking the balance between innovation and responsibility.
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Source: Noah Wire Services