AI IN THE FASHION WORLD: MODELS AND INFLUENCERS CREATED WITH ARTIFICIAL INTELLIGENCE: EVOLUTION AND CONTROVERSIES.
In recent years, artificial intelligence (AI) has transformed many industries, and the fashion world is no exception.
Among the most fascinating and controversial applications are digital models and influencers, figures created entirely through algorithms and 3D graphics software.
These virtual characters, who often seem indistinguishable from real humans, are redefining the way brands interact with the public, arousing both enthusiasm and controversy.
Let’s start with digital models (who are nothing more than Avatars generated by artificial intelligence), programmed to perform all the activities of a traditional model: posing for photoshoots, virtually participating in fashion shows and even interacting with followers on social media.
An iconic example is Lil Miquela, a virtual “girl” who debuted on Instagram in 2016. Created by Brud, a Los Angeles startup, Miquela has a perfectly curated aesthetic and an online persona that mixes authenticity and mystery. Collaborating with brands such as Prada and Calvin Klein, she has amassed millions of followers, proving that an avatar can become an influential celebrity.
Let’s continue with other virtual models, such as Shudu Gram (the world’s first digital supermodel, created by Cameron-James Wilson) and Noonoouri, a character with a surreal look, who have gained notoriety, attracting the attention of luxury fashion houses such as Dior and Balenciaga. These figures represent a new era of creativity, in which fashion is freed from physical limitations and can explore new forms of expression.
But what are the concrete advantages for the fashion world?
First of all, it eliminates many logistical complexities and costs: no travel for photo shoots or manual retouching is needed. Furthermore, these figures can be customized to represent any type of diversity, breaking the traditional patterns of beauty and offering greater inclusivity.
Another crucial aspect is sustainability. In the context of a growing concern for the environmental impact of the fashion industry, digital avatars allow to reduce the waste associated with the physical production of campaigns and fashion shows.
But like all evolutions, the use of this new digital trend has also created a major concern: the loss of authenticity.
Today’s consumers increasingly seek a genuine connection with the brands and influencers they follow. Can an artificial figure, however realistic, really satisfy this need?
Furthermore, the use of perfect avatars risks perpetuating unrealistic standards of beauty, already much discussed in the industry. If even human models have been criticized for promoting an unattainable ideal, what will happen with digital figures designed to be “perfect” in every detail?
Ultimately, AI-generated models and influencers represent a fascinating and controversial revolution that continues to spark debates about what it means to be “authentic” in an increasingly digital age. What is certain is that fashion, once again, demonstrates its ability to adapt, innovate and challenge convention.
