Robotic Supermodels
Robotic Supermodels and Trend Predictions: How AI is accidentally turning the Fashion Industry into a new episode of Black Mirror
By Harriet Webster I Content Writer
Now, unless you have been living under a rock, it’s pretty safe to say that most people know
what AI is. In fact, they probably use it in their day-to-day lives without realising.
The most popular example of AI usage is probably Open AI’s ChatGPT, a hugely popular AI chatbot
that became an overnight sensation in November 2022. You might have also noticed that now
when simply putting a question into the google search engine, the first thing that pops up is
an AI overview. AI is taking over. In fact, as I sit writing this in my University library, the
girls sat on my table are literally discussing how they might have failed their degrees without
ChatGPT – and let’s be honest, this article would take a lot less time if I simply asked an AI
Chatbot to write it for me. But it is undeniable that this newfound dependence on AI,
especially to young people, is extremely concerning, and it is beginning to tear apart
industries. I can’t help but ask, where did all of our creativity and originality go?
When looking to industries that feed off creativity, such as the production and modelling
industry, I can’t help but think that AI can only do so much good. One of the clearest signs of
AI’s growing influence in the fashion industry was in 2023, when Levi’s and Valentino began
replacing their models with AI. This understandably caused an uproar among critics,
claiming that the use of AI models was the complete opposite of diverse or ethical. Although,
it is worth mentioning that Levi’s responded to these claims and stated that they ‘do not see
this pilot (their collaboration with Lalaland.ai) as a means to advance diversity or as a
substitute for the real action that must be taken to deliver on our diversity, equity and
inclusion goals and it should not have been portrayed as such’. Still, I can’t help but wonder
why a company so vocal about diversity and inclusion would have chosen to collaborate on
AI in the first place. While they never overtly stated that their use of AI models was an
attempt to check off some boxes on their diversity and inclusion goals, it still feels like it was.
Yes, AI models can embody any size, race, or age, but so can real people. This is a perfect
example of performative inclusivity, something that seems to be taking over the fashion
industry.
Some AI models have even gained celebrity status. Miquela Sousa, or @lilmiquela, is a
Brazilian-American AI influencer with over 2.4 million followers on Instagram. Her bio
literally says, ‘Be your own robot’, and if that doesn’t sound like the plot of a new Black
Mirror episode, I don’t know what does. She has collaborated with huge brands in the fashion
industry such as Givenchy and Prada, and she has even featured on a Calvin Klein campaign
with (real) supermodel Bella Hadid. Modelling is being taken over by robots (which I know
sounds completely insane)—but it’s true.
Not only has AI reduced the demand for real models, but it has also threatened their rights as
well, with several model agencies having to update their terms and conditions to fit with
modern AI data use. Sandra Reynolds Model agency in London have expressed their
concerns about how their models’ data are being used, writing: ‘To ensure the protection of
our models, SR prohibits the unauthorised use, replication, or exploitation of model images in
AI applications without explicit written consent.’ In other words, AI has the ability to steal
data and even the identity of some models. Pretty terrifying...
Now, I may have been pretty negative about the whole AI modelling situation, but I do have
to admit that there are a range of benefits (or what seem like benefits) for consumers in the
fashion industry. For example, AI modelling does allow shoppers to put in their own
measurements, enabling them to see exactly how an item of clothing would fit their body.
This in itself undeniably improves shopping experiences and massively reduces the risk of
returns. AI has also enabled brands to predict upcoming fashion brands based on AI
forecasting by AI giants such as Peclers, Trend Stop and Fashion Snoops that track social
media trends and consumer shopping behaviours. Zara and H&M use this technology to track
buying patterns so that they can replicate bestselling items items. While this all might seem
well and dandy as a customer who wants to look trendy and on-fashion, when you dig deeper
it is clear that these are just greedy companies that prioritise sales over ethical practises. They
don’t really care about us.
‘But just how greedy are they?’, you might be asking. Well, analysts from McKinsey and
Company, a global management consulting firm serving companies and organisations to
promote growth have predicted that generative AI (meaning AI that can generate new
images, audios and videos from existing data) could add between $150 billion to $275 billion
in profits to the fashion industry by 2030.
I think it’s safe to say that AI and other modern technologies are changing everything. I get it
– not everything can stay the same, but the rise of AI has been alarmingly fast. It’s true, it
does make everything easier, I mean we can all admit to using Chat GPT every now and then.
But it is beginning to destroy industries and jobs, and people don’t want to talk about it.
Really, I think the big question is: how far is too far?
Bibliography
Flock, Erin. ‘the rise of ai fashion models’. Sandra Reynolds. Accessed 24 th March at:
World Fashion Exchange. ‘How Top Fashion Brands use Artificial Intelligence’. May 2024.
Accessed 24 th March 2025 at: https://www.worldfashionexchange.com/blog/artificial-
Levi Strauss and Co. Editor’s Note, March 2023. Accessed 27 th March 2025 at:
https://www.levistrauss.com/2023/03/22/lsco-partners-with-lalaland-ai/
McKinsey and Company. ‘Generative AI: Unlocking the future of fashion’. March 2023.
Accessed 24 th March 2025 at: https://www.mckinsey.com/industries/retail/our-
