This model is not a real person: How AI is shaking up fashion – video

From digital twins to models “modeled” by programmers, generative AI has been popping up everywhere in the fashion industry. When an Australian e-commerce retailer started using AI-generated models to sell products, lifestyle editor Alyx Gorman had to check whether the garments were more than just pixels.

The Iconic, which sells the dress worn in this video, said in a statement: “When AI-generated images are used to promote products for sale on our platform, we expect them to be clearly labeled and the product itself to be represented as accurately as possible to customers.” Meanwhile, designer Atoir said: “The Australian fashion industry is highly competitive, particularly for independent brands.” “We believe that, when used responsibly, tools like this can help smaller companies operate more nimbly while maintaining the creative standards and product integrity that are important to both the brand and the customer.”