https://www.theguardian.com/fashion/2025/mar/30/fashion-models-ai-job-losses

As fashion brands create AI ‘twins’ with models’ permission, some believe this is just another form of exploitation

The impact of AI has been felt across industries from Hollywood to publishing – and now it’s come for modelling. H&M announced last week that it would create AI “twins” of 30 models with the intention of using them in social media posts and marketing imagery if the model gives her permission.