Advancements in artificial intelligence are reshaping the fashion modeling industry, offering brands a way to produce highly realistic digital models at a fraction of the cost of traditional photo shoots, while raising complex legal and ethical questions about image rights and compensation.
AI-generated fashion models allow companies to create lifelike images for retail websites and marketing campaigns without the need for human models, often reducing costs by 90% or more. However, this shift threatens the livelihoods of professional models and challenges existing contracts, as regulations around the ownership and use of digital likenesses remain limited.
An examination of confidential contracts from major fashion brands, including Diesel, Calvin Klein, L’Oreal, and newer entrants such as Reale Actives, reveals a trend toward broad permissions for AI use. These include rights to alter facial features and body proportions, swap faces between models, create “digital twins” for repeated use without additional payment, and even utilize images to train AI systems. Diesel, through its parent company OTB, said that its model release forms cited in recent contracts were drafted for a specific campaign and do not reflect standard practices. Meanwhile, Reale Actives, a skincare brand launched by social media personality Alix Earle, stated it has not yet used AI-generated models despite contract language suggesting the right to do so.
Industry insiders describe a sharp decline in bookings for human models as e-commerce photo shoots—especially for fast-fashion retailers frequently updating collections—shift increasingly toward AI-generated imagery. Models like London-based Adot Gak, who has appeared on the cover of Harper’s Bazaar and worked with brands such as Balmain and H&M, warned that if the industry does not address the trend, AI-driven replacements may dominate within the next two years.
Some high-end brands have approached AI-generated models cautiously. Moncler, which experimented with AI campaigns in 2023, affirmed it currently does not use digital models for advertising or website content. Gucci, which faced criticism earlier this year for posting AI-generated images on social media, did not comment on its AI policies.
The legal landscape remains uncertain. Contract clauses allowing brands to use unidentifiable or altered images of models to train AI raise further concerns, as these practices effectively use a model’s likeness to develop their potential replacement without additional compensation. Calvin Klein acknowledged it is exploring AI applications while emphasizing adherence to regulations and respect for models’ rights. L’Oreal confirmed its use of AI tools is limited to product enhancement and retouching without altering model images, despite contract language indicating broader AI usage rights.
Legal experts highlight the ambiguity of broad contract terms granting extensive AI-related rights, which may eventually override models’ control over their own image. The rise of AI in fashion modeling thus presents both a technological opportunity for brands and a profound challenge to the industry’s legal and ethical frameworks.