Have you ever paused to think about the true price of that perfectly curated Instagram commercial with the idealized model? We're so caught up in the aesthetic, the aspirational lifestyle, that we rarely ask: who's not in the picture anymore? The fashion industry is hurtling headfirst into an AI-powered future, and while the promises of cost-effectiveness and hyper-personalization are alluring, we need to talk about the uncomfortable truth: real people are being left behind.

Are We Valuing Efficiency Over Ethics?

Mango's AI-generated teen collection campaign and H&M's digital twins are just the tip of the iceberg. Brands are tempted by the siren song of lower production expenses and faster campaign turnaround. Instead, many are taking this opportunity to swap more human models out for digital avatars. Is saving a few bucks really worth destroying the livelihoods of thousands of other smart, creative people?

Let's be clear: this isn't just about models. Photographers actively set out to create compelling images. Makeup artists turn beauties into canvases and hairstylists master the art of hairstyle secrets that birth unforgettable looks. It’s about the whole pipeline of creative professionals who all love what they do and work tirelessly to execute the dream of making fashion a reality. Are we really going to pretend that their subject matter expertise is something that can be substituted with a few lines of code?

This isn’t another Luddite rant against technology. It's a plea for humanity. We need to ask ourselves: What kind of world are we creating when we prioritize efficiency over the well-being of our fellow human beings?

Forgotten Voices: Who Pays The Price?

Meanwhile, virtual influencers such as Lil Miquela and Shudu are gaining millions of followers and lucrative brand deals. The global influencer market is expected to grow in leaps and bounds to more than USD 32 billion by 2025. But behind the perfectly curated feeds and flawless faces lies a troubling reality: real people are struggling to make ends meet.

I recently chatted with Sarah, a freelance photographer based in New York City, who has spent the last decade documenting the fashion industry. She told me, "I'm seeing fewer and fewer opportunities. Brands are opting for AI-generated imagery, and it's crushing. I've invested years honing my craft, and now it feels like it's all for nothing."

Sarah's story is not unique. But countless models, makeup artists, production assistants, and other creatives are too. They’ve become this revolution’s invisible workforce, the collateral damage of an insatiable profit machine. These communities, however, are the canaries in the coal mine.

It’s not only in the face of today’s job market. What about the aspiring creatives? The youth aspiring to be the next big name in fashion? Are we really communicating to them that their creative passion and talent don’t matter because AI will automagically do it all?

Authenticity's Death? Or New Opportunities?

And the advent of digital models sounds alarms over a crisis of authenticity and consumer trust. While transparency is important, brands should be required to disclose when digital models feature in campaigns. Is that enough? We would not be able to form the same connection with a digital creature as we could with an actual human.

There's a deeper issue at play here. We’re already inundated with photoshopped images and toxic beauty ideals. And now we’re going to throw AI-generated perfection into the mix? What kind of message does that send to young people? That their natural beauty is not enough?

Furthermore, imagine the potential for misuse. If a brand deploys a digital twin and hasn’t been super explicit about getting that permission, they could actually be facing pretty severe legal penalties. The ethics are unclear, and the room for exploitation is great. We require enforceable standards and protections relating to the use of creators’ image rights and intellectual property.

Don’t get me wrong – I’m not arguing that AI has no role to play in the fashion industry. Digital clones can be implemented to deliver an individualistic shopping experience and mirror various body types and style inclinations. As we embrace these advancements, let’s not forget to be careful, making sure that technology benefits mankind over the long term.

Perhaps AI will allow creatives to spend time on the genuinely inventive, the genuinely expressive. Perhaps it can help democratize access to resources and create a more level playing field. That takes a purposeful decision to sink resources into retraining initiatives, foster ethical AI creation, and maximize the human experience.

Let’s not be captivated by the alluring promises of AI and ignore its impacts. Let’s ensure that the future of fashion is one where human creativity is valued, diversity is celebrated, and everyone has a seat at the table. Failure to do so will leave us with a sterile, soulless industry, lacking beauty or humanity. What do you think?