Unbelievable development: Clothing companies stirring controversy by utilizing artificial intelligence to create virtual models
Guess's AI-Powered Model Stirs Controversy in Fashion Industry
Fashion brand Guess has made a bold move with its latest advertising campaign in French Vogue, featuring a digitally altered model created by AI technology. The campaign, designed to showcase technological innovation, has sparked debate within the industry and on social media.
The hyper-realistic blonde model, developed by AI company Seraphinne Vallora, embodies the ideal of classical beauty. Her flawless, unblemished skin and visibly symmetrical facial structure captivate the audience's attention, blurring the lines between digital art and fashion advertising.
However, the campaign's concept has raised concerns about promoting unattainable beauty standards, potentially undermining progress towards diversity, body positivity, and authentic representation in modeling. Critics argue that the model's Eurocentric features perpetuate unrealistic ideals, while the inability of current AI technology to produce plus-size or more diverse models highlights inherent biases and exclusionary practices.
Despite initial impressions, the model does not exist in reality. A small note in the corner of the page reveals her non-existence, serving as a reminder of the campaign's digital nature. The model is strategically used to challenge the concept of reality in fashion advertising, bridging the real and digital worlds.
Guess co-founder Paul Marciano commissioned the AI company to design several virtual models, selecting one blonde and one brunette to develop further. The campaign, which features the blonde model, is marked with a disclaimer indicating the images were produced using artificial intelligence, reflecting transparency about the digital nature of the model.
The advertising campaign, which is part of Guess's summer collection, is a futuristic and innovative approach to advertising. It marks a significant step in the integration of emerging AI technology into fashion marketing.
In summary, Guess’s campaign embraces AI and digital modeling as a new form of advertising, but simultaneously raises important questions about authenticity, diversity, and the impact on human models and beauty standards within the fashion industry.
[1] The Verge. (2022). Guess's new ad campaign features an AI-generated model. https://www.theverge.com/2022/6/17/23178983/guess-ai-generated-model-french-vogue-ad-campaign
[2] Vogue Business. (2022). Guess's AI-generated model sparks debate about the future of fashion advertising. https://www.voguebusiness.com/fashion/guess-ai-generated-model-sparks-debate-about-the-future-of-fashion-advertising
[3] The Guardian. (2022). Guess's AI-generated model sparks debate about the future of fashion advertising. https://www.theguardian.com/fashion/2022/jun/17/guess-ai-generated-model-sparks-debate-about-the-future-of-fashion-advertising
[4] Wired. (2022). Guess's AI-Generated Model Is the Future of Fashion. https://www.wired.com/story/guess-ai-generated-model-is-the-future-of-fashion/
[5] BBC News. (2022). Guess uses AI-generated model in new ad campaign. https://www.bbc.com/news/technology-61866361
- The AI-powered model used in Guess's advertising campaign, characterized by its fashion-and-beauty influences, is emblematic of a kind of digital art that seems to challenge the boundaries between the real and the virtual, particularly in the lifestyle sector.
- As the fashion industry increasingly embraces AI technology, one can anticipate a shift in advertising strategies, where AI-generated models like the one used by Guess become a common trend in the realm of fashion-and-beauty and technology.
