H&M DEPLOYS AI ‘TWINS' TO MODEL CLOTHES

Summary from the TLDR Design newsletter

H&M launched AI-generated fashion models created as virtual "twins" of real human models, allowing them to maintain creative control over their digital counterparts. The clothing retailer uses these AI models to showcase products across multiple outfits, reducing the need for human models in photo shoots. H&M emphasized that the technology supports, rather than replaces, their human-centered creative approach, though fewer human models will be needed to produce the same volume of fashion imagery.