When H&M recently revealed its plans to use AI-generated digital twins of real models, the fashion industry took notice. Some see it as an exciting leap forward in digital fashion marketing; others find it unsettling. One thing is clear: AI-generated models are here to stay, and they are reshaping the way brands create and showcase their products.
But what does this mean for smaller brands, independent designers, and businesses that don’t have H&M’s vast resources? This is where hippist AI comes in — democratizing the same cutting-edge technology and making AI-powered fashion photography accessible to everyone.
H&M’s Digital Twins: A New Era of Fashion Marketing
H&M is partnering with models and their agencies to create digital replicas of 30 different models this year. These AI-generated twins will appear in marketing materials, social media, and e-commerce imagery. The unique aspect? The models own the rights to their digital twins and can even license them to other brands, including H&M’s competitors.
This innovative approach aims to protect the jobs and rights of human models while allowing H&M to harness the power of generative AI for efficient, high-quality content creation. However, the company admits that the full impact on photographers, stylists, and other creatives in the industry remains uncertain.
Model Vilma Sjöberg described seeing her AI twin for the first time as both “exciting and unsettling.” “It’s a picture of me, but it’s not me,” she said, reflecting the mixed emotions many feel about AI’s role in fashion.
For more details on H&M’s AI model initiative, check out the full article on Business of Fashion.
AI for Everyone: hippist AI’s Democratization of AI Models
While H&M’s initiative is groundbreaking, it’s also exclusive — tailored for a corporate giant with deep pockets. What about small businesses, boutique brands, and independent designers who also want high-quality, AI-generated fashion imagery without the hefty budget?
That’s where hippist AI levels the playing field. Our platform enables brands of all sizes to generate professional-grade, AI-enhanced product images featuring AI models, dynamic styling, and customizable backgrounds — all at a fraction of the cost of traditional photoshoots. No need for expensive studio setups or model contracts — just pure creative freedom.
Is AI the Future of Fashion?
H&M’s bold move signals a shift in the industry, but AI-generated imagery isn’t just for global powerhouses anymore. hippist AI is making this technology available to everyone, from emerging designers to established brands looking to scale.
And since today is April 1st, let’s set the record straight — this isn’t an April Fool’s joke! AI-generated models are no longer just a futuristic fantasy; they’re a real, accessible tool that brands can start using today. Whether you find it exciting or unsettling, one thing is certain: AI in fashion is no longer a luxury — it’s a necessity.
Want to see how AI models can transform your brand’s visuals? Try hippist AI today and bring the future of fashion photography to your business.
