This model is not a real person: how AI is shaking up fashion – video
TL;DR
From digital twins to models ‘sculpted’ by programmers, generative AI has been popping up all over the fashion industry. When an Australian e-commerce retailer started using AI-generated models to sell products, lifestyle editor Alyx Gorman had to see if the garments were more than mere pixels.
Nauti's Take
For small fashion labels this is a genuine opportunity: AI-generated models cut production costs and let brands move faster and more nimbly on campaigns. The catch is transparency — if shoppers can't clearly tell that the model, and maybe the look, is synthetic, trust erodes and the question of how accurately a real garment is shown stays open.
Nauti sees real potential for indie brands, but insists on clear labelling: buyers should know what's pixels and what's fabric.
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