In two pictures taken of H&M fashion retail stores, the Mathilda Gvarniani model was seen pretending to be at the top of white tanks and jeans. The images look like they are taking the same photography, but one of the pictures shows the true lady Gvarliani, and the other is an artificial processing image of her.
Published this week in Fashion worksA news port in the industry, one of the pictures shows Mrs. Ghaffariani who holds her jeans belt, and the other shows her a “digital twin” with her arms crossed and stare at the camera.
Through the two pictures, you read a quote from Mrs. Ghaffariani: “She is gay, without delaying jet.” Mrs. Gvarliani represents one of more than twenty of the models that work with H&M with this year to create digital reports for use on the company’s social media platforms and in its marketing campaigns.
H & M, a Swedish retail company, is the latest company that follows a trend that disturbed some of the fashion industry. Since the use of images caused by artificial intelligence differences, critics have raised concerns about the influence on other independent models and contractors, such as hairdressers and makeup artists, who are part of the workforce that makes taking pictures happen.
Hakan Anderson, a H&M spokesman, said the company is at the project’s exploratory stage.
He said: “We only explore what is possible, and we do this in close cooperation with other designs within the industry, agencies and models themselves – who completely control when the” digital twin “will be used, and they will of course get their salaries when using it.”
Georgen Anderson, chief creative official of H&M, said the company will maintain a “focus on man” in its use of technology.
He said in an e -mail statement on Thursday: “H & M” was a curious to explore how to display our costumes in new creative ways – and embrace the benefits of new technology – while maintaining our commitment to personal style. “
the Fashion Workers LawIt is expected that a new law that falls in June in New York will address some concerns about the use of artificial intelligence by providing protection for models, including the request for transparency and control of digital symmetry.
Senator Brad Hileman Seagal, the participant sponsor of the draft law, said that the labor law “will protect fashion models from exposure to financial abuse and the use of their photos without their consent.”
Other countries and Some European countries You have laws related to the rights of individuals to their digital reproduction, but New York Law is specifically directed towards models.
Some models complained about the discovery of unknown faces on their bodies, or the lack of control of their financial resources.
“I think part of what attracts attention from the H&M digital campaign is that the digital representation of the model is indisputable,” said Sarah Zeef, a former and founding model of the Model Alliance Group, the Da`wah Group, on Friday. “It raises questions about approval and compensation and also has the ability to replace a group of fashion workers.”
The coalition, which submitted inputs of the law in New York, said that there were cases where the models had used its images of artificial intelligence without knowing it or agreeing, and without receiving compensation. The new law states that modeling agencies cannot enjoy the power of attorney on the digital identical version, and you must obtain written approval of the model on how to use and reward them.
The models created of artificial intelligence are either fake representations of human models or digital reproduction, which are pictures of real people who have been reused through technology, such as H&M Digital Twins.
These digital models have been developed in the profitable fashion industry for years, as global retailers are trying to balance the brand’s attractiveness with transparency and costs.
In 2011, H&M was imposed on real models on the computers created for the online swimwear. In 2023, the Denim Centie Cantros brand He said it will use artificial intelligence technology To post more pictures of a set of body types, but added that he will not again use live models.
Last year, the fashion brand Mango unveiled the niqab A campaign for a teenage line of clothing, using artificial intelligence technology, said by Jordi Alex, the chief information technology official, said in an advertisement “either to make us more humane or will not do it.”
In the newsletter this week, the model coalition said it evaluates the H&M plan, which includes examples of other models next to digital cloned animals with optimistic quotes, such as those attributed to Mrs. Gvarliani about being a digital twin.
“Finally, a way for me to be in New York and Tokyo on the same day.”
On Friday, it was asked if the models really said these words, a H&M spokesman said: “I can confirm that they are real quotes of models.”
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