{"id":24944,"date":"2025-03-28T19:29:21","date_gmt":"2025-03-28T20:29:21","guid":{"rendered":"http:\/\/medexperts.pro\/?p=24944"},"modified":"2025-03-28T21:26:47","modified_gmt":"2025-03-28T21:26:47","slug":"look-again-that-hm-model-showing-off-a-new-look-may-be-a-digital-clone","status":"publish","type":"post","link":"https:\/\/medexperts.pro\/?p=24944","title":{"rendered":"Look Again: That H&M Model Showing Off a New Look May Be a Digital Clone"},"content":{"rendered":"
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The Swedish retailer H&M said it is exploring the use of artificial intelligence in producing \u201cdigital twins\u201d of models.<\/p>\n

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In two photographs taken for the fashion retailer H&M, the model Mathilda Gvarliani is seen posing in a white tank top and jeans. The images look like takes from the same shoot, but one of the photos shows the real Ms. Gvarliani, and the other is an artificially manipulated image of her.<\/p>\n

Published this week in The Business of Fashion<\/a>, an industry news outlet, one of the images shows Ms. Gvarliani clutching the waistband of her jeans, and the other shows her \u201cdigital twin\u201d with her arms crossed and staring into the camera.<\/p>\n

Across the two images reads a quote by Ms. Gvarliani: \u201cShe\u2019s like me, without the jet lag.\u201d Ms. Gvarliani is one of more than two dozen models that H&M is working with this year to create digital replicas for use on the company\u2019s social media platforms and in its marketing campaigns, the publication reported.<\/p>\n

H&M, a Swedish retailer, is the latest company to pursue a trend that has unsettled some fashion industry insiders. As the use of images generated by artificial intelligence spreads, critics have raised concerns about the impact on models and other independent contractors, such as hair stylists and makeup artists, who are part of the labor force that makes a photo shoot happen.<\/p>\n<\/div>\n<\/div>\n

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The company is in the exploratory phase of the project, said Hacan Andersson, a spokesman for H&M.<\/p>\n

\u201cWe are merely exploring what is possible, and we are doing so in close collaboration with other creatives within the industry, agencies and the models themselves \u2014 who are in full control of when the \u2018digital twin\u2019 would be used, and will of course get paid when it is being used,\u201d he said.<\/p>\n

Jorgen Andersson, the chief creative officer of H&M, said that the company would retain a \u201chuman-centric approach\u201d in its use of the technology.<\/p>\n

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The Swedish retailer H&M said it is exploring the use of artificial intelligence in producing \u201cdigital twins\u201d of models.In two photographs taken for the fashion retailer H&M, the model Mathilda Gvarliani is seen posing in a white tank top and jeans. The images look like takes from the same shoot, but one of the photos shows the real Ms. Gvarliani, and the other is an artificially manipulated image of her.Published this week in The Business of Fashion, an industry news outlet, one of the images shows Ms. Gvarliani clutching the waistband of her jeans, and the other shows her \u201cdigital twin\u201d with her arms crossed and staring into the camera.Across the two images reads a quote by Ms. Gvarliani: \u201cShe\u2019s like me, without the jet lag.\u201d Ms. Gvarliani is one of more than two dozen models that H&M is working with this year to create digital replicas for use on the company\u2019s social media platforms and in its marketing campaigns, the publication reported.H&M, a Swedish retailer, is the latest company to pursue a trend that has unsettled some fashion industry insiders. As the use of images generated by artificial intelligence spreads, critics have raised concerns about the impact on models and other independent contractors, such as hair stylists and makeup artists, who are part of the labor force that makes a photo shoot happen.The company is in the exploratory phase of the project, said Hacan Andersson, a spokesman for H&M.\u201cWe are merely exploring what is possible, and we are doing so in close collaboration with other creatives within the industry, agencies and the models themselves \u2014 who are in full control of when the \u2018digital twin\u2019 would be used, and will of course get paid when it is being used,\u201d he said.Jorgen Andersson, the chief creative officer of H&M, said that the company would retain a \u201chuman-centric approach\u201d in its use of the technology.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and\u00a0log into\u00a0your Times account, or\u00a0subscribe\u00a0for all of The Times.Thank you for your patience while we verify access.Already a subscriber?\u00a0Log in.Want all of The Times?\u00a0Subscribe.<\/p>\n","protected":false},"author":1,"featured_media":24946,"comment_status":"close","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-24944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/posts\/24944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/medexperts.pro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24944"}],"version-history":[{"count":2,"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/posts\/24944\/revisions"}],"predecessor-version":[{"id":24947,"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/posts\/24944\/revisions\/24947"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/medexperts.pro\/index.php?rest_route=\/wp\/v2\/media\/24946"}],"wp:attachment":[{"href":"https:\/\/medexperts.pro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/medexperts.pro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/medexperts.pro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}