{"id":16019,"date":"2025-03-28T21:11:40","date_gmt":"2025-03-28T21:11:40","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/look-again-that-hm-model-showing-off-a-new-look-may-be-a-digital-clone\/"},"modified":"2025-03-28T21:11:40","modified_gmt":"2025-03-28T21:11:40","slug":"look-again-that-hm-model-showing-off-a-new-look-may-be-a-digital-clone","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/look-again-that-hm-model-showing-off-a-new-look-may-be-a-digital-clone\/","title":{"rendered":"Look Again: That H&#038;M Model Showing Off a New Look May Be a Digital Clone"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div data-testid=\"companionColumn-0\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">In two photographs taken for the fashion retailer H&amp;M, the model Mathilda Gvarliani is seen posing in a white tank top and jeans. The images look like takes from the same shoot, but one of the photos shows the real Ms. Gvarliani, and the other is an artificially manipulated image of her.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Published this week in <a class=\"css-yywogo\" href=\"https:\/\/www.businessoffashion.com\/articles\/technology\/hm-plans-to-use-ai-models\/\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">The Business of Fashion<\/a>, an industry news outlet, one of the images shows Ms. Gvarliani clutching the waistband of her jeans, and the other shows her \u201cdigital twin\u201d with her arms crossed and staring into the camera.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Across the two images reads a quote by Ms. Gvarliani: \u201cShe\u2019s like me, without the jet lag.\u201d Ms. Gvarliani is one of more than two dozen models that H&amp;M is working with this year to create digital replicas for use on the company\u2019s social media platforms and in its marketing campaigns, the publication reported.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">H&amp;M, a Swedish retailer, is the latest company to pursue a trend that has unsettled some fashion industry insiders. As the use of images generated by artificial intelligence spreads, critics have raised concerns about the impact on models and other independent contractors, such as hair stylists and makeup artists, who are part of the labor force that makes a photo shoot happen.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-1\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The company is in the exploratory phase of the project, said Hacan Andersson, a spokesman for H&amp;M.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cWe are merely exploring what is possible, and we are doing so in close collaboration with other creatives within the industry, agencies and the models themselves \u2014 who are in full control of when the \u2018digital twin\u2019 would be used, and will of course get paid when it is being used,\u201d he said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Jorgen Andersson, the chief creative officer of H&amp;M, said that the company would retain a \u201chuman-centric approach\u201d in its use of the technology.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">H&amp;M was \u201ccurious to explore how to showcase our fashion in new creative ways \u2014 and embrace the benefits of new technology \u2014 while staying true to our commitment to personal style,\u201d he said in an emailed statement on Thursday.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The <a class=\"css-yywogo\" href=\"https:\/\/www.nysenate.gov\/legislation\/bills\/2023\/S9832\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Fashion Workers Act<\/a>, a new law that takes effect in June in New York State is expected to address some of the concerns about the use of A.I. by providing protections to models, including requiring pay transparency and control over digital replicas.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">State Senator Brad Hoylman-Sigal, a co-sponsor of the bill, said the labor law would \u201cprotect fashion models from being financially abused and having their images used without their consent.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-2\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\"><a class=\"css-yywogo\" href=\"https:\/\/www.ncsl.org\/technology-and-communication\/artificial-intelligence-2024-legislation\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Other states<\/a> and <a class=\"css-yywogo\" href=\"https:\/\/commission.europa.eu\/strategy-and-policy\/priorities-2019-2024\/europe-fit-digital-age\/digital-services-act_en\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">some European countries<\/a> have laws pertaining to the rights of individuals over their digital replicas, but the New York law is specifically geared toward models.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Some <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2022\/04\/29\/nyregion\/fashion-workers-act-exploitation.html\" title=\"\">models have complained<\/a> about discovering unknown faces photoshopped onto their bodies, or of not having control of their finances.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI think part of what\u2019s striking about the H&amp;M digital-twin campaign is that the digital representation of the model is indistinguishable,\u201d Sara Ziff, a former model and the founder of the Model Alliance, an advocacy group, said on Friday. \u201cIt really raises questions about consent and compensation and also has the potential to replace a host of fashion workers.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The alliance, which provided input for the law in New York, said that there have been cases where models have had their generative A.I. images used without their knowledge or consent, and without receiving compensation. The new law says that modeling agencies cannot have the power of attorney over a digital replica, and must get a model\u2019s written consent for how it is used and remunerated.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">A.I.-generated models are generally either fictitious representations of human models or digital replicas, which are images of real people repurposed by the technology, such as the H&amp;M \u201cdigital twins.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-3\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The use of these digital forms in the lucrative fashion industry has been developing for years, as global retailers try to balance brand appeal with transparency and costs.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In 2011, H&amp;M <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2011\/12\/18\/fashion\/hm-puts-real-heads-on-digital-bodies.html\" title=\"\">superimposed the heads of real models<\/a> onto computer-generated mannequins for an online swimwear campaign. In 2023, the denim brand Levi Strauss <a class=\"css-yywogo\" href=\"https:\/\/www.levistrauss.com\/2023\/03\/22\/lsco-partners-with-lalaland-ai\/\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">said that it was going to use A.I. technology<\/a> to publish more images of a range of body types, but added that it would not be scaling back on the use of live models.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Last year, the fashion brand <a class=\"css-yywogo\" href=\"https:\/\/www.mangofashiongroup.com\/en\/w\/mango-crea-la-primera-campa%C3%B1a-generada-con-inteligencia-artificial-para-su-l%C3%ADnea-teen\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Mango unveiled<\/a> a campaign for a teen line of clothing, using A.I. technology that Jordi Alex, its chief information technology officer, said in an announcement \u201cwill either make us more human or it won\u2019t.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In its newsletter this week, the Model Alliance said that it was evaluating the H&amp;M plan, which includes examples of other models next to their digital clones while featuring upbeat quotes, like the one attributed to Ms. Gvarliani about her digital twin being a version of her.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cFinally a way for me to be in New York and Tokyo on the same day,\u201d the model Yar Aguer was quoted as saying while paired alongside her digital twin.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-4\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Asked on Friday whether the models had really said those words, an H&amp;M spokesman said: \u201cI can confirm they are real quotes from the models.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2025\/03\/28\/technology\/hm-ai-models-social-media.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In two photographs taken for the fashion retailer H&amp;M, the model Mathilda Gvarliani is seen posing in a white tank<\/p>\n","protected":false},"author":1,"featured_media":16020,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[228,213,4734,5110,424,101,5111,841,3384,1297],"class_list":["post-16019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-advertising-and-marketing","tag-artificial-intelligence","tag-fashion-and-apparel","tag-h-m-hennes-mauritz-ab","tag-labor-and-jobs","tag-law-and-legislation","tag-models-professional","tag-photography","tag-shopping-and-retail","tag-sweden"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Look Again: That H&amp;M Model Showing Off a New Look May Be a Digital Clone - World News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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