AI Models on the Runway

The fashion industry is embracing AI-generated models as a cost-effective alternative to traditional photo shoots, exemplified by London-based model Alexsandrah Gondora who has a digital replica working on her behalf. This technological approach offers significant benefits - designers can book her digital double without requiring travel, companies like CDLP can create elaborate campaigns at a fraction of traditional costs, and studios like Genera can offer customizable AI models representing diverse body types and ethnicities. For Gondora, who is compensated for her digital double's work and maintains control over its use, this technology has "opened certain doors" and created a version of herself that is "timeless."

However, this AI revolution raises serious ethical concerns about the future of fashion professionals, from models to photographers to makeup artists. Critics worry about job displacement, while others point out that AI tends to generate characteristic face types that may perpetuate dominant beauty standards. The legal landscape remains complex, with New York's upcoming "Fashion Workers Act" attempting to give models control over AI reproductions of their likeness, though practical enforcement challenges remain. As fashion continues its digital transformation, the industry must balance innovation with protecting both creative professionals and authentic representation.

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