Vogue’s AI-Generated Model Sparks Backlash and Industry Debate
- tech360.tv
- Jul 30, 2025
- 2 min read
A Guess advertisement featuring an AI-generated model in Vogue’s August issue has ignited widespread backlash from readers and sparked concern across the fashion industry.
The two-page spread, discreetly labelled “Produced by Seraphinne Vallora on AI,” showcases a hyper-symmetrical blond model created entirely through generative algorithms. The ad, placed between features on Anne Hathaway and women in sports, marks a significant shift in fashion publishing.
Paris-based creative house Seraphinne Vallora, led by Valentina Gonzalez and Andreea Petrescu, developed the model using AI tools trained on runway looks and studio lighting. Guess co-founder Paul Marciano reportedly commissioned the campaign via Instagram.
The use of AI eliminated the need for casting, makeup, or retouching teams, allowing the campaign to be completed in a fraction of the time of traditional shoots. Despite Vogue’s transparent labelling, the campaign has raised ethical and artistic concerns.
Long-time subscribers took to social media to express outrage, with many cancelling subscriptions. Critics argue that AI-generated imagery undermines the authenticity and human touch that define fashion storytelling.
Dr. Jade McSorley, head of knowledge exchange at the Centre for Sustainable Fashion, questioned the motives behind the shift. “The personality you bring to images is suddenly diminished,” she said, highlighting the impact on creative teams and models.
Matthew Drinkwater, head of innovation at the Fashion Innovation Agency, offered a contrasting view. He said AI should be seen as a tool for redefining creativity, not replacing human talent.
The debate underscores a broader tension between cost-saving automation and preserving human artistry. AI tools can reduce campaign costs by up to 70% and shorten production timelines, appealing to brand executives.
However, Gen Z readers and fashion purists continue to value analogue textures, real bodies and the imperfections that signal authenticity. Balancing these preferences with technological innovation remains a challenge for the industry.
Fashion-tech journalist Maghan McDowell noted that Vogue has previously used AI in editorial shoots, including in its Singapore, Italy and Portugal editions. She emphasised the importance of transparency, saying, “Our eyes are not trained to accept that. I think, especially in these early days, any use of consumer-facing AI needs to be disclosed.”
Beyond cost and efficiency, AI also offers environmental benefits. Virtual try-ons and reduced on-site shoots can lower emissions and garment waste, contributing to a more sustainable fashion ecosystem.
Vogue’s AI experiment may be just the beginning of a broader transformation. As the industry navigates the balance between automation and authenticity, the future of fashion storytelling hangs in the balance.
Vogue featured an AI-generated model in a Guess ad, sparking reader backlash
The campaign was created by Seraphinne Vallora using generative AI tools
Critics raised concerns about authenticity, ethics and job displacement
Source: FORBES
