The AI takeover: How are AI models impacting the fashion industry?

And just like that, AI is strutting its stuff on the runway. Not through virtually designed garments or behind-the-scenes technology, but AI IS the models featured in our latest Vogue issue showcasing Guess feature collections. The models created were crystal blue-eyed, with lush golden locks and elegantly long limbs. Constructing the “perfect” image of beauty. But let’s take a moment to peel off the surface of perfected technology and understand what the true message of this historically made moment means for us.

(Guess’s model in Vogue’s August edition | source: BBC.)

Positives to this? Some uses, such as efficiency in cost, time management, gaining the ability to communicate campaigns to the public in a matter of hours, without photoshoots, model casting and booking, the physical design process of garments is a much more effective way of receiving publicity and marketing of a brand’s product lines. Utilising AI-generated content can execute flawless and “perfect” images of models, lighting, as well as saving a chunk of financial costs to go towards the creative processes too.

But what can this mean for the fashion industry’s traditional workers? Our photographers, Models, stylists, and makeup artists? The real people who are behind the decades of raw, authentic pieces of art are essentially what makes the fashion industry so successful. Why is there now the possibility of algorithms snatching the talent from real artists who dedicated their life’s work to making it as easy as clicking a button? 

And what could cause the storm to turn into a hurricane? These AI-generated features such as Guess’s new release of the “perfect image” revealing tall slim blonde, blue eyes women and reverting to outdated, generally unrealistic beauty expectation that took decades to finally tear free from. essentially reinforcing ideologies of a set beauty standard yet again. 

Our take from this? The AI takeover has swarmed over the fashion industry and is slowly taking away the limelight of influencers, celebrities, and Humans. it’s become increasingly more digital, and as time goes on, it may seem a lot less human.

By Emily Ayse Jemal.