Vogue recently made headlines, not just for a reboot The devil is wearing prada. American Fashion and Lifestyle Magazine sparked controversy by featured AI models in its brand ads in its August print issue.
The perfect blonde haired, blue-eyed model appeared in a two-page ad for American apparel brand Guess. Surreal images are almost indistinguishable from humans, revealing that the models were actually generated by artificial intelligence, so only fine printing was revealed.
Seraphinne Vallora, a London-based AI design company co-founded by Valentina Gonzalez and Andreea Petrescu, was responsible for creating the models.
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In Barbie-esque proportions, AI-generated models have once again sparked debate over the fashion industry's unrealistic standards of beauty.
This is the first time Vogue has introduced AI models in a magazine. The publication revealed that the decision to showcase the AI model is not an editorial, but a choice of advertising, but many on the internet remain skeptical.
“Amazing! As if the expectations of beauty weren't unreal enough, here comes AI to make them impossible. Even models can't compete,” a user wrote on X (formerly Twitter).
The conversation about unrealistic beauty expectations previously focused on euro-centric beauty standards, preferences for unhealthy skinny models, and airbrushing for human flaws. However, AI models are not human-based in the first place.
The BBC claimed that Seraphinne Vallora restored its inclusion, “We posted AI images of women with different skin tones, but people don't respond to them. And because that technology is not present, the company claimed it has not created a plus-size model.
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It's not just about trends and speculation. Brands around the world are experimenting with AI models. In 2023, Levy worked with Amsterdam-based Lalaland.ai to complement the human model with AI.
The denim brand argued that it was to enhance the portfolio's representation by incorporating AI models of various sizes, ages, figures and skin tones.
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Lenskart, a well-known Indian eyewear brand, has introduced the “K-pop collection by Lenskart Studio,” featuring a virtual K-pop band called Astro Iris, created entirely using artificial intelligence. This initiative is intended to engage with Gen Z and K-Pop enthusiasts.
In another example, Kerala's iconic textile label Shiedatti introduced Isha Ravi, a model generated by AI as a fashion ambassador.
Even news channels are jumping on the AI-driven bandwagon. India Today Group announced its English AI news anchors, Lisa and Sana, in 2023. These AI anchors can provide news 24 hours a day with human-like expressions and gestures.
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Local news channels like Power TV launched Soundarya in 2023 as Kannada's first AI news anchor. News18Punjab/Haryana also launched AI Kaur in the same year to provide news in Punjabi.
There was a time on the internet when people questioned whether everything was a surreal cake. The digital world is experiencing similar doubts, but this time it focuses on a wide range of questions. Is everything AI? It's a whole new landscape.
