Digital Twins and The AI Movement

A digital twin by H&M

The Swedish fashion brand H&M is the latest company to jump headfirst into the AI Movement by creating digital counterparts of real-life human models. H&M released some images of these "digital twins" on Instagram on Wednesday. Knowing this would spar much debate from critics of the use of AI in the industry, H&M's Chief Creative Officer, Jörgen Andersson commented, “While we embrace innovation, we remain deeply rooted in our human-centric mindset and style-led identity.” The brand has also stated that the human models maintain full control over their digital twins, and that they will continue to unveil more imagery throughout the coming months. The long-term career effects these digital twins will have on the actual models--and creatives alike in the industry remains to be seen.