Earlier this week, H&M unveiled plans to create digital twins of 30 real-life models. Yes, actual human models—digitally cloned, fully consented, and primed to scale globally.
On paper, it’s genius.
No costly flights. No gruelling travel schedules. No double-booking nightmares. Models can be in Milan, New York, and Tokyo—simultaneously—without ever leaving home.
Efficiency? Tick.
Sustainability? Tick.
Scalability? Huge tick.
But pause for a second.
Fashion is more than pixels and logistics. It’s built on perception, storytelling, emotion, and human connection.
All the behind-the-scenes magic—the energy of a bustling backstage, the camaraderie of creatives, the spontaneous, user-generated moments that fuel viral content—are at risk of being sidelined. Can digital replicas truly capture these intangible, unscripted moments?
The Practicality of Digital Twins
There’s no denying the use case is compelling. A digital twin allows brands to produce assets at scale, ensuring that every collection is marketed with seamless consistency. It’s a scalable solution that aligns perfectly with the cultural shift toward virtual experiences. And yes, it’s sparked conversation about H&M, repositioning them as an innovator in the digital space.
But here’s where it gets complex.
While digital twins might streamline production and widen global reach, they risk diluting the authenticity that drives consumer loyalty. Fashion thrives on narratives—the stories behind the fabrics, the inspiration behind the designs, and the human moments that resonate with audiences. A pixel-perfect model might replicate a pose, but can it replicate the magic of a spontaneous laugh on set or the subtle chemistry between a designer and muse?
Industry Backlash and Ethical Concerns
H&M insists that models retain control over their digital likeness and are compensated fairly for their use. Watermarks will also indicate AI-generated content on social media platforms. However, concerns remain.
Critics, including American influencer Morgan Riddle, have expressed dismay, calling the move “shameful” and highlighting potential job losses for photographers, stylists, and makeup artists. Trade unions like Equity warn that AI’s rapid adoption in fashion threatens workers’ rights, with models often being pressured to sign contracts that deny them fair compensation and ownership.
Paul W. Fleming, Equity’s general secretary, emphasizes that while AI innovations can be beneficial, they must be accompanied by union agreements and stronger legal protections. Without these safeguards, the creative workforce risks exploitation in an industry already known for its precarious labor conditions.
Pixels vs. People — Or Can They Coexist?
Maybe the question isn’t about choosing between pixels and people. Perhaps it’s about striking the right balance. Can digital twins coexist harmoniously with their real-world counterparts? Can brands harness AI without losing the human difference that gives fashion its soul?
One thing is clear: as technology redefines what’s possible in fashion, brands must navigate this transformation carefully. Efficiency and scalability should not come at the cost of human connection.
So, what do you think?
Can digital twins enhance the future of fashion without replacing the essence of real-life stories?
