AI Models at H&M—A Step Forward or a Step Back for Body Representation?

H&M’s decision to introduce AI-generated models raises important questions about the future of fashion, representation, and inclusivity. At The Female Body, we are deeply invested in dismantling harmful beauty standards and advocating for accurate, authentic portrayals of women's bodies in the media and retail.

On the surface, AI models seem like a progressive move. They offer brands the ability to showcase a broader spectrum of body types, skin tones, and identities without the limitations of traditional photoshoots. If implemented with care, this technology could be a powerful tool for inclusivity, offering customers more realistic representations of themselves.

But therein lies the problem: how “real” can AI-generated bodies truly be? If these models are designed based on existing biases in the fashion industry, will they simply reinforce the same unattainable beauty ideals, just in digital form? Moreover, the absence of real, lived experiences behind these virtual bodies could strip away the authenticity and relatability that human models bring to fashion.

The use of AI in fashion also raises ethical concerns. Will it lead to a reduction in opportunities for real models, particularly those who have fought hard to diversify the industry? And how will customers—especially young women already grappling with unrealistic beauty standards—react to an increased presence of computer-generated perfection?

Technology has the power to democratise fashion, but it must be wielded responsibly. If H&M truly wants to support body inclusivity, AI should not be used as a shortcut but rather as a supplement to real representation. AI models should reflect the diversity of real women, rather than a digitally perfected version of what brands think diversity looks like.

The Female Body will continue to advocate for transparency, inclusivity, and the ethical use of technology in fashion. The question remains: will AI be a tool for progress, or will it become another means of erasing real, human experiences from the fashion world?