Adrian
Artificial intelligence is in fashion, or artificial intelligence is in fashion
January 5, 2025
Will AI Replace Models, Influencers, and Photographers? How Artificial Intelligence Is Transforming the Fashion Industry
A true revolution is underway in the fashion world, fueled by artificial intelligence (AI), which is becoming not only an aesthetic but also an economic breakthrough. Virtual characters like Lil Miquela, Shudu, Lu do Magalu, and Imma are gaining millions of fans and establishing partnerships with major brands, transforming both advertising and business strategies in the luxury sector. AI is opening up new possibilities and reducing costs to such an extent that it's difficult to predict where its potential will end. Let's examine how technology is impacting the world of models, influencers, and photographers, and above all, the fashion business.
Digital Stars Are a Big Deal: Lil Miquela and Shudu Take the Spotlight
Lil Miquela, a virtual influencer from Los Angeles, has taken Instagram by storm, attracting millions of followers and opening up new collaboration opportunities for luxury brands like Prada and Chanel. What are brands after? The perfect blend of style, perfection, and complete control over their image. Collaborating with digital personalities is every marketing department's dream – Lil Miquela never gets sick, never has a "bad day," and the production costs of her photos are minimal compared to traditional campaigns. Brands can collaborate with her creators without having to organize logistical undertakings or travel to the other side of the world.
Shudu, created by photographer Cameron-James Wilson, gained fame as the first digital supermodel, captivating attention with her mesmerizing beauty. Her creator recognized that Shudu's perfectly symmetrical face and flawless complexion were incredibly attractive to luxury brands. Companies like Balmain and Fenty Beauty can use her to reduce photoshoot costs because Shudu works anywhere, anytime—she's eternally youthful and doesn't require entire teams of producers, stylists, and hairdressers.
Lu do Magalu and Imma: Digital Ambassadors for Luxury Brands in Brazil and Japan
Digital influencers are also conquering the Brazilian and Japanese markets, proving that AI isn't just a technological innovation but also a business treasure. Lu do Magalu , a virtual ambassador for Brazil's largest online retailer, Magazine Luiza, is a prime example of this strategy. Lu combines the "personality" of a real influencer with the power of digital control, which for brands means complete management of their image and message without having to pay hundreds of thousands of dollars for celebrity contracts. Lu engages with her audience, responds to comments, and stays up-to-date on trends, attracting customers and strengthening brand loyalty.
Imma is the leading figure —a virtual model with a distinctive pink bob who has captured the hearts of fashion fans and collaborates with brands like Dior and Burberry. Virtual personalities like Imma are particularly appealing in the Japanese market, where technology and digital aesthetics are highly popular. Thanks to AI, brands can create campaigns tailored to local consumer tastes while saving on logistics and production costs.
Photographers vs. digital reality: new opportunities, but also threats
Fashion photography, like models, is undergoing a profound transformation—not only artistically but also economically. Digital photoshoots where models are created by AI allow brands to save on the costs associated with traditional production, which involves renting expensive studios, lighting, and full production teams. Renowned photographer Nick Knight, founder of SHOWstudio, is experimenting with AI in his projects, creating digital avatars of models for Gucci campaigns. The ability to create perfectly tailored digital models allows brands to freely implement changes, save costs, and have complete control over the project.
However, while AI allows for the creation of exceptionally aesthetic images, it's difficult to imagine AI completely replacing professional photographers. Fashion isn't just about perfect images—it's also about the emotions, relationships, and nuances that emerge during a shoot. Photographers have a unique perspective on the model, the surroundings, and the light, giving each shoot its own unique character. While AI is a valuable tool, human talent and creativity still underpin many luxury campaigns.
Digital Styling and Production – Costs Under Control
Styling, makeup, hair, and the entire production team are crucial elements of every campaign. Thanks to AI, brands can now create digital looks where every detail—from the cut of clothes to the movement of fabric—is perfected, which is crucial in the world of luxury. Ralph & Russo was one of the first brands to collaborate with AI, creating a digital haute couture collection, presented as a "living" visualization—even though it was never physically created.
Digital styling allows brands to save money by eliminating the need to hire expensive stylists, rent studios, and invest in photo shoots. In simpler campaigns, where speed and cost-effectiveness are key, AI can completely replace stylists. However, in the case of shows like Paris Fashion Week, where every detail is scrutinized by hundreds of journalists and critics, real stylists and makeup artists are indispensable.
Digital Influencers vs. Authenticity: Is AI Just an Illusion?
In a world where every detail is meticulously crafted, authenticity becomes key. Digital influencers like Lil Miquela may be active nonstop, but their "lives" are carefully planned by a team of creators. For many consumers, the genuine emotion seen in stars like Chiara Ferragni and Olivia Palermo is irreplaceable. They share everyday experiences, emotions, and authentic moments, giving their profiles a value that's difficult to fake.
Still, campaigns that combine digital and real-world influencers can yield many benefits. For example, the Prada campaign, in which Lil Miquela appeared alongside real-world influencers, garnered a level of attention that would have been difficult to achieve using only one of these solutions. This demonstrates that a hybrid of digital and human ambassadors may be the future of influencer marketing.
Economic Benefits for Brands: The Future of Luxury Business
Artificial intelligence offers luxury brands entirely new opportunities. AI allows them to run campaigns faster, more effectively, and at lower costs. Digital influencers and models also offer a way to fully control the brand's image, without having to adapt to external conditions. In an industry where competition is incredibly intense and each campaign requires millions of dollars in investments, AI offers new solutions that allow them to optimize budgets and shorten the time needed to implement projects.
Informed Consumer Choices and AI Ethics
From a consumer perspective, the introduction of AI in fashion could be both exciting and controversial. The European Union has already introduced regulations requiring AI-created content to be labeled, so consumers can make informed decisions about whether to engage with such campaigns. In the world of luxury, where authenticity is key, transparency and ethics are becoming the foundation upon which brands build trust.
Future fashion – what will tomorrow bring?
The fashion world is going through a fascinating period, where humans and technology are creating a new, hybrid reality. Virtual models, digital influencers, and AI in photography will undoubtedly continue to evolve, but they are unlikely to completely replace humans. True beauty, creativity, and authenticity remain values that can resonate with audiences, but only when they come from deep within—and cannot be fully emulated by algorithms.
In summary, AI could bring many financial and operational benefits to the luxury industry, but fully replacing human input into campaign creation seems unlikely. Fashion is still about emotions and stories we want to experience—and it's people who give them true meaning.
photos: BMW, Lexus
