Here is a 100-word summary:
H&M is partnering with models to create digital replicas for marketing and social media, allowing models to retain ownership rights. The goal is to balance AI’s potential with model rights. The first model to experience this, Vilma Sjöberg, described it as “exciting and unsettling”. H&M’s chief creative officer, Jörgen Andersson, believes AI is inevitable in fashion and will spark mixed reactions. The initiative aims to empower models to profit from their virtual likeness, but concerns remain about its impact on other industry professionals. H&M intends to follow traditional licensing structures, but may exploit AI to cut costs, potentially underpaying models or reducing jobs.
