Critics raise concerns about ethics, representation, and transparency in fashion's growing use of generative AI
Fashion magazine Vogue US and clothing brand Guess have drawn significant attention after unveiling an advertisement campaign featuring a fully AI-generated model. The campaign, which appeared in Vogue's August issue, has sparked industry-wide debates around ethics, authenticity, and creative transparency.
At the center of the controversy is an ad image portraying a hyper-realistic female model styled in Guess apparel, later confirmed to be created using generative AI tools. While Vogue has previously experimented with digital artistry and CGI-enhanced visuals, this marks the first instance of a fully synthetic model being used in a major fashion campaign—and has ignited backlash from both creatives and consumers alike.
Outcry from Creators and Models
Critics argue that the move not only displaces real models and creatives, but also sets a concerning precedent. “Replacing real human labor with AI-generated characters in such high-visibility spaces erodes job opportunities and undermines decades of work toward inclusivity and body representation,” said an anonymous fashion photographer quoted by FashionNetwork.
The campaign has also drawn criticism for failing to disclose clearly that the model was synthetic until public scrutiny prompted the confirmation. “People feel misled,” one reader wrote on Instagram, questioning why Vogue didn’t initially label the image as AI-generated.
Industry veterans such as Sara Ziff, founder of the Model Alliance, noted in an interview with ABC News that AI adoption in fashion should not come at the cost of “erasing human creativity and physical presence.”
A Wider Debate on AI in Creative Industries
This incident is not isolated. As generative AI tools like Midjourney, DALL·E, and Runway become increasingly sophisticated, many fashion houses and media outlets are exploring ways to integrate synthetic content into campaigns. Proponents cite cost-effectiveness, customization, and creative flexibility. Detractors point to job losses, misinformation, and diminished artistic authenticity.
A spokesperson for Vogue defended the campaign, stating that “AI is a creative tool, not a replacement.” Meanwhile, Guess released a short statement reiterating its commitment to “exploring innovation responsibly,” without commenting further on the model's origin.
Regulatory and Ethical Questions Arise
The uproar has also reignited calls for clear labeling of AI-generated media in advertising and fashion. Several countries, including the UK and France, have proposed draft guidelines requiring disclaimers when synthetic media is used commercially. In the US, similar discussions are being held by bodies like the Federal Trade Commission (FTC), which has raised concerns about potential consumer deception.
The American Society of Magazine Editors (ASME) has yet to issue a statement, but internal sources suggest the group may soon evaluate its editorial policies in light of this campaign.
Industry Divided Over Future of AI in Fashion
The fashion community remains divided. Some designers and art directors have embraced the creative possibilities of AI, using it for moodboarding, prototyping, and visual storytelling. Others worry about the implications of reducing complex human identities to code.
As the campaign continues to attract attention on social media and in professional circles, Vogue and Guess have not indicated whether they will revise their approach or issue a formal response.
For now, this AI-generated model has done more than just model clothes—it has become a symbol of fashion’s ongoing battle with technology, identity, and truth.