Fashion Models vs. GenAI: The Good and the Bad

Virtual Models

In 2023, companies began experimenting with virtual models, primarily to enhance the diversity of their model lineup. A notable example is the partnership between lalaland.ai and Levi’s, announced on March 22nd, 2023. The response to this collaboration has been mixed (to say the least):

Levi’s will test AI-generated clothing models to ‘increase diversity’

The denim brand claims the tech will be used to ‘supplement human models’ rather than completely replace them.

By Jess Weatherbed. Source: The Verge

An article in The Cut by Tariro Mzezewa offered a particularly critical view on using virtual models to promote diversity:

Setting aside the debate over the merits or drawbacks of virtual models for now, it's crucial to acknowledge that within a few years, Generative AI will be capable of creating highly realistic and indistinguishable virtual models for fashion photoshoots.

Virtual model by Lalaland.ai for Levi Strauss & Co.. Source: Link

The Importance of Models

To determine if virtual models will eventually replace human models, we must first consider: Are fashion models hired solely for their looks?

If a brand's answer is 'yes', then indeed, virtual models represent an innovation from which they could greatly benefit.

However, for many brands, the answer is a definitive 'no'. In the era of social media and increasing awareness of various social issues, the story behind the image is attracting more attention than ever.

Before the advent of platforms like Instagram and X (formerly Twitter), people didn’t typically "follow" fashion models, except those with elite celebrity status. Now, a model can amass a significant following without being featured on billboards or in TV commercials. But a large following isn’t achieved solely through beauty – there are many attractive individuals on Instagram. Models stand out through their unique stories, voice, style, and character.

An exemplary case is the meteoric rise of Anok Yai. If you're unfamiliar with Anok Yai, I recommend reading about her journey in Vogue’s How a Viral Photo Turned Anok Yai Into the Model of the Moment, by Janelle Okwodu.

Notice how brands like Estée Lauder, which hired Anok Yai, utilize her story in their branding campaigns:

From the article 3 Minutes with Anok Yai

Models are ambassadors for a brand’s message. If conveying a particular message is crucial for a brand, then the model becomes a vital component in integrating this value into the brand's marketing. Here, a compelling story can be more influential than mere looks (though being stunning certainly helps).

Virtual Photoshoots

A less discussed but rapidly approaching reality is the capability to conduct remote photoshoots with real models.

Let's first consider a practice already prevalent in the fashion influencer world: Brands physically deliver clothes by mail to an influencer for collaboration. The influencer then posts photos on their profile, featuring either the unboxing or themselves wearing the clothes, typically for a fee.

Now, envision this scenario: Instead of sending items to the model, the model sends you photos. These photos, which you have permission to use and modify, can be digitally altered to dress the model with your clothing virtually.

OutfitAnyone demo by Alibaba’s HumanAIGC. Source: https://humanaigc.github.io/outfit-anyone/

This becomes feasible by merging the latest Generative AI technology with the long-desired task of virtual try-ons.

Soon, it may be virtually (pun intended) impossible to tell the difference between a traditional photoshoot and an AI-edited virtual dressing session.

Have your Cake and Eat it too

At FASHN, we might be a little biased, but we believe that virtual photoshoots, rather than virtual models, represent the better path forward. Our aim is for technology to empower and enhance everyone's lives, and in the world of virtual photoshoots, everyone benefits.

Suppose your brand is based in Italy, and you desire global representation in your photoshoots. Now, you can effortlessly hire talent worldwide. Imagine engaging a rising model in the Philippines or a niche influencer in Kenya without the need for extensive travel. There’s no need to fly them to your location or vice versa. Fashion models can work from their home studios or collaborate with local agencies to produce the high-quality base photos essential for virtual try-ons.

This technology has the potential to unlock a vast global market, fostering true diversity and economic participation.

Illustration - Will fashion models be able to work from home?