Digital Twins in Fashion: How H&M Works with Models' AI Doubles

Quick answer: H&M announced in March 2025 that it would create digital twins of around 30 real models with AI provider Uncut, and released its first images in July 2025: denim looks set in fashion capitals. The models keep full control over their twins, according to H&M. Model Vanessa Moody called it "professional, collaborative and transparent". A digital twin is an AI double of a real person, used for imagery without a full shoot, and it only works ethically with consent, a licence and pay.

Sources: H&M Group, 2 Jul 2025, Business of Fashion, WWD / Sourcing Journal.

Digital twin vs synthetic model

• Digital twin: based on a real, named person who consents and is paid.
• Synthetic model: an invented face that belongs to no one.
• Avatar/ambassador: a recurring brand character, either of the two.

What a fair digital-twin agreement covers

1. Scope: which products, channels and countries.
2. Duration: an end date and what happens to the files after.
3. Approval: the model can review and veto images.
4. Pay: per use, per campaign or a licence fee.
5. No-go uses: politics, adult content, competitor brands.
6. Disclosure: how AI imagery is labelled.

How to brief a digital twin shoot

Use the approved reference photos of [model name] only.
Outfit: the attached denim jacket and straight jeans, exact wash and stitching.
Setting: Paris street at morning light, café in the background, shallow depth of field.
Natural pose, mid-stride. Keep facial features, skin texture and hair identical to the reference.

Concerns to take seriously

Critics point to fewer jobs for photographers, stylists and hair and make-up artists. A responsible approach keeps human creatives in concept and approval, and pays the model fairly for every use.

Make something today

• Plan a catwalk with looks you already have: Runway Show Producer, pay as you go.
• Keep one face and one product steady across shots: Creative Workspace.
• Put garments on a model: Virtual Try-On.
• Learn the full workflow: AI Consistency workshop, Claude & ChatGPT workshop, or save with a workshop bundle.
• For teams: training and consulting.

FAQ

What is a digital twin in fashion?

An AI-generated double of a real model, used to create images without a full photoshoot, with the model's consent.

Did H&M use AI models?

Yes. H&M released its first images of digital twins of real models in July 2025, made with the models, who keep control over their twins.

Who owns a model's digital twin?

It depends on the contract. In H&M's approach the models retain control. Always put ownership and usage in writing.

Is it legal to make an AI version of a real model?

Only with their consent and a licence. Using someone's likeness without permission risks legal claims in most markets.

Can I create an AI brand ambassador without a real person?

Yes, a synthetic character avoids likeness rights, though you should still label AI imagery where required.