In a bold move, fashion retailer H&M has dropped its first set of images featuring digital twins on July 2, 2025. Co-created with a dedicated team and accompanied by a behind the scenes film, H&M wants to show how generative AI can be used to amplify and elevate a creative process.
The images are set to the background of fashion capitals around the world, showcasing seasonal yet timeless denim.
According to the BBC, H&M says it is working with Swedish tech firm Uncut on the development of the model’s AI likenesses.
In March this year, H&M had said it would use artificial intelligence (AI) to create digital ‘twins’ of 30 models. The clothing giant said it would use AI doppelgangers of 30 models in some social media posts and marketing in the place of humans, if given permission by 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,” said Jörgen Andersson, Chief Creative Officer, H&M.
“I am super excited to further explore AI in this way on the side of my own photography. It is an interesting tool to add to our creative toolbox,” added Johnny Kangasniemi, photographer.
H&M had in March told Business of Fashion that models would retain rights over their digital replicas and their use by the company and other brands for purposes such as marketing. The Swedish company’s management had further told Business of Fashion that these images are likely to be initially used in social media posts, with watermarks that make their AI use clear.
H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements – which sees them paid for use of their images based on rates agreed by their agent.
According to model, Vanessa Moody, this is “a great way to set a precedent for the future of AI. It is professional, collaborative and transparent.”
In fall this year, the Swedish fashion giant—which also operates Arket, Cos, Monki, & Other Stories and Weekday and has more than 4,000 stores worldwide across 75 markets—will continue the exploration with several different expressions across different cities.
