Despite H&M efforts to reassure and associate the models, in the industry of my fashion, we are worried. Sara Ziff, Director of Model Alliance, association for defense of models, recalls that it is necessary to clarify the legal aspects linked to the ownership of digital replicas and to remuneration. A written agreement is essential for each use of the image. It is necessary to specify the use, the goal and the duration. “Agencies must obtain a separate agreement from the usual contract. This agreement should not be hidden in a broader contract, ”she warns.
Other fashion professionals are done for creative professions. Mary Irwin, makeup artist in New York, fears that computer -created images will replace photo sessions, and endanger the ” great exchange »Who exists. Virna Smiraldi, hairdresser and makeup artist, notes the reduction of teams and thinks that AI will aggravate the situation. The future will say what opportunities the AI will create, or what jobs it will remove.
H&M plans to create 30 digital twins this year and think that creatives will remain important to “pilot” AI. The company has consulted hairdressers, makeup artists, photographers and other creatives. H&M is convinced that the digital twins are there to stay.
