H&M Uses AI-Created Digital Twins for New Ad Campaign

Global fashion outfit, H&M, is featuring digital avatars of real models in a new advertising campaign in a move that gives a glimpse into the future of fashion. 

The digital avatars are “twins” of 30 real models, who have given their consent for their likeness to be used. They are created using AI on multiple different images of the model, shot in different lights and from different angles. 

The huge benefits for brands is that the digital avatar can be “photographed” wearing thousands of different outfits but without the involvement of the human model. This is also “…possibly without needing photographers, makeup artists, hair stylists, lighting and wardrobe experts and other artisans typically needed at a photo shoot,” says inc.com. 

Louise Lundquist, a business development manager at H&M told BusinessOfFashion.com that the AI campaign will “affect the way we produce content,” but added, “I can’t say exactly in what way.” She added that the real models will be “compensated for the usage rights of the digital twin.” This means, essentially, that the human model will own the rights to their digital twin. 

This is an area where companies are trying to find a path without frameworks in place. Many brands have been using AI to create digital replicas of their designs including Adidas. Others have created digital replicas of their stores as well as products to make it easier for customers to find what they want. Burberry has been leading the field in this; and created a digital version of its Ginza store. 

There are also digital avatars gracing advertising campaigns. LA-based modelling agency, Photogenics launched its own avatar division in 2022, with digital twins of real models. Gucci created avatar versions of both its former creative director, Alessandro Michele, and Miley Cyrus for Roblox; while Burberry featured a computer-generated version of Kendall Jenner in a 2020 ad campaign. While these projects were all about innovation and pushing the envelope creatively, for highstreet brands, there is a real cost benefit to consider and this is why we might be seeing more digital twins in the future when we browse clothes online.