Flipping through the August issue of Vogue magazine, readers discover a blonde, blue-eyed model posing for the Guess brand. However, the originality of this advertisement lies in the fact that this model, sitting at a table in a blue outfit or with her back to a wall in a zebra-striped dress, does not actually exist. She was created by the company Seraphinne Vallora, which specializes in generating models using artificial intelligence. This event sparked a heated online controversy, with many questioning the impact of this innovation on the fashion industry and the psychological implications it can bring. The famous magazine Vogue recently caused a stir online by publishing images of a model created using artificial intelligence for the Guess brand in its August issue. This initiative, which aims to complement traditional fashion methods, has divided opinions. While some applaud the innovation, others see it as an attempt to dehumanize a fundamentally artistic sector and highlight the social and psychological implications of such an approach. Creating a New Reality in the Fashion World Popping through the pages of the August issue of « Vogue, » readers were surprised to discover a blonde-haired, blue-eyed model posing for the Guess brand. Surprisingly, this woman doesn’t actually exist. She’s the result of innovation from the company Seraphinne Vallora, led by Valentina Gonzalez and Andreea Petrescu, which specializes in creating virtual mannequins using artificial intelligence. According to them, the goal is not to replace live mannequins, but to offer a complementary option to brands. A debate on the implications of AI in fashion While the innovation of supplementing traditional photoshoots with AI-generated images is welcomed by some segments of the fashion industry, it has nonetheless drawn strong criticism. Felicity Hayward, a plus-size model and industry professional for a decade, expressed incomprehension with this approach, seeing it as an attempt to cut costs or generate media buzz. These criticisms highlight growing concerns about the explosion in the use of virtual models.
Mixed reactions from internet users A lively debate ensued on social media. Many internet users opposed the idea of making artistic jobs virtual. One TikTok user shared their fear that the use of AI would jeopardize the jobs of traditional models. Along the same lines, others expressed concern about the role of these images in reinforcing the already dominant unrealistic beauty ideals, highlighting the potential risks to body image and mental health. Diversity and Technology Issues Other criticisms focus on the lack of diversity in Seraphinne Vallora’s designs. The company’s founders claim to have featured models with a variety of skin tones, but lament the lack of response and engagement. As for the lack of plus-size models, they argue that « technology is not advanced enough » to meet this need currently, leaving diversity still lacking.
