“H&M Embraces AI-Powered ‘Digital Twins’ in Bold New Campaign, Blurring the Line Between Virtual and Reality in Fashion”

The retailer’s latest campaign showcases AI-generated models and virtual backdrops, sparking debate over authenticity, creative integrity, and the evolving role of photographers in a rapidly digitizing fashion world.

Fast-fashion powerhouse H&M is the latest major retailer to embrace artificial intelligence at the heart of its marketing, launching a campaign that replaces traditional models with photorealistic AI-generated “digital twins” set against stylized urban backdrops. The first wave of images, released on July 2, marks the beginning of an experimental rollout expected to continue through the fall.

H&M Taps Into AI With “Digital Twins” as Fashion Faces a New Reality

“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion—while staying true to H&M’s style-led, human-centric identity,” said Jörgen Andersson, the company’s chief creative officer.

Generative AI offers compelling advantages in speed and cost. Zalando, Europe’s largest online-only fashion retailer, says AI has already helped it cut campaign production times from up to eight weeks to just four days and slash costs by 90%, according to Reuters. For legacy brands, this shift could enable product updates and marketing content to keep pace with the fast-moving trends of platforms like TikTok, rather than being tethered to traditional studio schedules.

But this technological leap is also reshaping creative roles. Photographer Johnny Kangasniemi, who now shares credit for both photography and AI prompt engineering in H&M’s campaign, sees the shift as evolution, not erasure. “I’m super excited to explore AI alongside my own photography—it’s an interesting tool to add to our creative toolbox,” he said. Industry watchers suggest the photographer’s role is morphing into that of an art director, focused on curating datasets and correcting AI missteps rather than solely composing shots.

Still, these innovations raise questions. Nearly 90% of consumers want brands to disclose when AI is used in images, according to recent Getty Images research. H&M says its AI-generated visuals are clearly labeled, and that real-world talent retains both ownership and revenue share—a move praised by model Vanessa Moody, who described the partnership as “professional, collaborative, and transparent.”

Skeptics remain cautious. Legal experts warn that deepfake technologies are evolving faster than industry regulations, with unresolved issues around likeness rights, data sourcing, and concerns that AI-generated perfection could reduce the diversity and authenticity consumers expect from modern brands.

For now, H&M is betting on the allure of novelty. More AI-enhanced campaigns are set to drop later this year, developed in partnership with Swedish tech firm Uncut, according to India Retailing. Whether consumers embrace these virtual visuals—or demand a return to reality—will determine if this is fashion’s new frontier or just a passing trend in its digital evolution.