The latest controversy in the fashion world stems from an advertisement in Vogue’s August edition featuring an AI-created model for Guess. The creators of the advertisement, Seraphinne Vellora, assert they are not promoting unrealistic beauty standards. Paul Marciano, co-founder of Guess, requested the marketing agency to generate AI models for the summer campaign, which resulted in the choice of two from ten initial drafts created. Gonzalez and Petrescu stated the process usually takes a month and costs brands a substantial amount, possibly over six figures.

While Seraphinne Vallora emphasizes that their intention is not to replace human models, the ad raises questions about the implications for real-life creatives, particularly regarding representation and marketability. The model featured initially drew comparisons to famous figures yet evoked criticism for promoting unattainable standards. Although the company claims diversity is a priority, their response to the lack of engagement with diverse AI models is troubling.

This brings to light ongoing debates about the evolving role of AI in various industries, including fashion, and its potential to marginalize human talent. The advertisement serves as a mirror reflecting broader issues about society’s values, beauty standards, and the authenticity of representation in creative fields.