Is the future of fashion modelling digital? H&M's recent announcement to create AI "digital twins" of 30 human models is sending shockwaves through the industry, from high fashion to e-commerce. But what does this mean for the models, the creatives, and your favourite brands?

In this episode, we dive deep into the world of AI in fashion, exploring how giants like H&M, Levi's, and Hugo Boss are experimenting with digital models for marketing and social media, creating "scarily lifelike" images that allow models to be in "two places at the same time". Imagine Vilma Sjöberg or Mathilda Gvarliani, models for Vogue and Chanel, having virtual replicas working alongside them!

However, not everyone is embracing this fashion technology revolution. We uncover the growing backlash from unions like Bectu and Model Alliance, who raise critical questions about fair compensation for digital twins, the impact on jobs for hair and make-up artists, and the potential "erosion of human work" at entry levels, especially for those in e-commerce shoots. Is this a "capitalistic approach to cut costs", or a way to achieve greater diversity in e-commerce, as argued by AI model creators like Lalaland AI?

We also look at the emerging 'guard rails', including the Model Alliance’s Fashion Workers Act and the EU AI Act, designed to protect models and ensure transparency with AI-generated content. Can AI truly replicate the innovation and human touch of fashion? Join us to explore the exciting yet controversial frontier of AI models and their undeniable impact on e-commerce innovation and the entire fashion industry!