Fashion’s AI Problem

H&M is now using AI models— let’s talk about it… and why this is a big, big problem.

What the *hell* is going on:

Instead of hiring real *human* models, photographers, stylists, and makeup artists, H&M is now using AI models as a replacement for their online product listings. This isn’t just about efficiency—it’s about replacing human creativity with algorithms.

Why this is a problem:

At its core, fashion is an industry powered by people—models who bring the pieces to life, photographers who capture the essence, stylists who tell a story, the list goes on and on. AI singlehandedly eliminates these roles. We’re even seeing it in design. Fashion has always been an industry that thrives on creativity and human connection. Replacing people with AI removes THE essential element that holds this industry together.

How does this affect you:

AI models don’t reflect real women’s body types. Plain and simple. Do we really need even more unrealistic beauty standards? From a consumer perspective, if brands start to rely on AI to manipulate how clothes fit on a digital model, how can we trust what we’re actually buying?

Whether you realize it or not, you're never just buying clothes; you’re drawn to the way they move, the storytelling, the personal expression. AI removes the human element— the very element that the clothes are made for.

AI has its place in innovation, but at what cost? It begs the question: is it actually improving the industry, or is it completely erasing the very thing that makes it special? I’d argue the latter every single time.