H&M debuts AI-generated digital twins of fashion models

Fashion retailer H&M has debuted its first set of artificial intelligence (AI) generated digital twins of models. 

The Swedish retailer published the images on its Instagram account last week alongside interviews with H&M chief creative officer Jörgen Andersson and others explaining the company’s approach to the AI replicas.

H&M revealed its plans to create digital twins of fashion models in March, stating it will use 30 AI-created models in some social media posts and marketing in the place of humans – if given permission to do so by their human counterparts.

Traditionally, digital twins create real-time virtual replicas of physical assets, processes or systems to help organizations gain insights into performance, predictive maintenance and overall operational health. They are among a number of approaches businesses use to support process excellence, with the technology being adopted across industries such as manufacturing, healthcare, energy, smart cities and aerospace.

Generative AI elevates H&M’s creative processes

Co-created with a dedicated team and accompanied by a behind the scenes film, H&M wants to show how generative AI can be used to amplify and elevate creative processes.

“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion,” said Andersson. “The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many.” 

H&M said it will unveil more imagery in the coming months, using digital twins across different cities. “I am super excited to further explore AI in this way on the side of my own photography,” commented Johnny Kangasniemi, photographer. “It´s an interesting tool to add to our creative toolbox.” 

Model Vanessa Moody described the use of AI-generated digital twins a great way to set a precedent for the future of AI. “It´s professional, collaborative and transparent.”

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H&M’s novel use of digital twins

While H&M’s use of digital twins to recreate humans is novel, it reflects the growing role of AI in enhancing efficiency, scalability and sustainability.

Commenting in March, Andrew Dobbie, founder and CEO at MadeBrave, said: “On paper, it’s genius. No costly flights, no gruelling travel schedules, no double-booking nightmares. Models can scale their presence worldwide without ever leaving home. Efficiency? Tick. Sustainability? Tick. Scalability? Huge tick.”

However, Dobbie questioned whether digital replicas can truly capture the “intangible moments” central to fashion. “All the behind-the-scenes magic...the energy, networking, camaraderie, user-generated content, the behind the scenes real human stories that create amazing content all potentially sidelined.”

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