H&M is rewriting the playbook on fashion advertising with a new campaign that introduces AI-generated versions of real models—marking a first for the global retail giant. The project, created in partnership with Swedish tech company Uncut, signals a bold move into digital storytelling where fashion and artificial intelligence blend in entirely new ways.
Instead of simply relying on traditional photography, the campaign features stunningly lifelike digital recreations of 30 models, all rendered with their full consent. These avatars appear in highly stylized scenes set across iconic fashion cities, offering a glimpse into how brands might approach visual storytelling in the coming years.
Far from being a gimmick, H&M says this is a serious step toward evolving how fashion is presented and perceived. Jörgen Andersson, the brand’s Chief Creative Officer, explained the decision: “We’re not looking to erase the human element—we’re using new tools to elevate creativity and deepen the way we engage with people. H&M has always been about accessibility and innovation, and this is the next step in that journey.”
Behind the Screens
To demystify the technology, H&M is also releasing a behind-the-scenes documentary that dives into how these digital doubles were created. Transparency is a big part of the initiative, with the brand insisting that all synthetic imagery be clearly labeled with watermarks—especially when shared across social platforms.
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And in a move that sets a strong ethical tone, the models featured in the campaign will retain full rights over their AI likenesses. That means they’ll be compensated as they would for any traditional shoot, including agency-negotiated fees and control over where and how their avatars are used.
This launch isn’t just about denim or digital tools—it’s about a new way of thinking. H&M’s AI campaign is one of the most high-profile uses of generative tech in mainstream retail so far, and it may just be the start of a broader shift in how fashion interacts with technology, consent, and creativity.
