Digital twins and CGI limbs

I was recently commissioned to write an article about generative Ai in fashion, specifically what it means for models.

Fashion, unsurprisingly, has moved along a lot since I was a model back in 2010. And even since I worked in house at Adidas in 2021. That technology could've really opened up doors creatively - which is the effect I think (hope) it's having for companies like Zalando.

CGI-created fictional models are one thing - presenting an array of problems from authenticity to exacerbating unreal beauty standards. 

But the other crazy breakthrough is digital twins. Where the model is 3D scanned and that 3D image is licensed. Then, as long as the fashion brand has 3D scanned the clothes, they can be put in different outfits, locations, poses. They can do 200 looks in 20 seconds.

Ecommerce, social media marketing, fast-turnaround quick response stuff - that’s where this is going to make a huge impact. It already has for brands like Zalando and H&M. 

It will cut out a lot of shoots. That means it will cut out a lot of jobs. The opportunities here are going to shrink massively.

But what I hope is that it means people’s real presence will mean so much more. We’re already seeing brand experiences and activations increase in number, and I think that’s only going to continue.

The digital twin thing will work for models if it’s treated like image licensing. The slightly murky side is the fact that it’s not just a static image, it’s a true 3D likeness and it can be made to do anything. 

That worries me. As someone who’s been on both sides of that particular creative process. I know how models can be - and regularly are - exploited. I also know how desperate agencies, creatives and brands are to stand out and do something creatively interesting and exciting. 

I hope all models seriously check out their contracts and make sure their image won’t end up doing anything they wouldn’t do themselves.