Vogue faces backlash over first AI-generated model in ad

Vogue faces backlash over first AI-generated model in ad Vogue Magazine faces mounting criticism after featuring its first AI-generated model in a paid advertisement for Guess clothing brand in its August 2025 issue. The two-page spread, created by London-based marketing agency Seraphinne Vallora, shows a blonde model in summer outfits with only a small disclaimer noting the artificial origin. The controversy erupted when TikTok user @lala4an posted a video highlighting the AI model, which quickly amassed over 2 million views. Fashion industry professionals and readers responded with widespread condemnation across social media platforms, with many threatening to cancel their Vogue subscriptions. Industry Concerns Over Job Displacement Model Felicity Hayward, who has worked in fashion for over a decade, told the BBC that using AI models "feels lazy and cheap" and described Vogue's decision as "very disheartening and quite scary". Industry critics argue that AI-generated models could displace human models, makeup artists, hairstylists, and photographers from traditional photoshoots. Former model Sinead Bovell warned that "beauty standards are already being influenced by AI" and expressed concern about young people comparing themselves to "people who are entirely artificial". Australian lawmaker David Shoebridge tweeted that Guess was "creating impossible and irresponsible beauty standards" with digitally perfect bodies that don't exist. Agency Defends AI Technology Seraphinne Vallora co-founders Valentina Gonzalez and Andreea Petrescu have mounted a spirited defense of their controversial work, pushing back against criticism that AI models are replacing human talent. The 25-year-old entrepreneurs argue their technology creates rather than eliminates jobs, describing a labor-intensive process involving mood boards, stylists, and occasionally real photographers for pose testing. "Why can't engineers, graphic designers, 3D artists, coders, architects - any kind of creative - build beauty too?" the studio wrote on Instagram, insisting their images are "AI-driven but made by humans, creatives and designers." The agency's defense centers on positioning AI as merely another creative tool, similar to Photoshop or digital cameras when they first emerged. Gonzalez told BuzzFeed that their breakthrough came when Guess co-founder Paul Marciano discovered their work on Instagram and selected their blonde model from ten AI-generated options. Despite criticism about perpetuating unrealistic beauty standards, Gonzalez deflected responsibility to consumer preferences: "It's not even us, it's the public. If they loved the diversity, we would have flooded our Instagram with diversity." The duo maintains their 220,000-follower Instagram account proves market demand for their fantasy-driven imagery, with Gonzalez asserting "we are not creating a new standard. The standard has always been there." AI Fashion Advertising Rise The fashion industry's adoption of AI-generated models represents a seismic shift in advertising practices, with major publications like Elle and Harper's Bazaar also featuring Seraphinne Vallora's digital creations alongside the controversial Vogue campaign. This technological pivot comes as the industry grapples with economic pressures, with McKinsey's annual survey revealing that just 20% of fashion leaders expect improvements in consumer sentiment in 2025, while 39% anticipate worsening conditions. The production process behind these digital models reveals both the sophistication and limitations of current AI technology. Seraphinne Vallora's five-person team requires up to a month to develop each AI model from conception to final image, with fees reaching the low six-figure range for major clients—costs comparable to traditional photoshoots. However, critics note fundamental flaws in the technology: while AI can generate "perfect bone structure and flawless skin," the actual clothing products in advertisements often appear "messy," requiring traditional photography of real garments. The agency admits they "have not yet created plus-size models, citing technological limitations," while attributing their lack of racial diversity to algorithm preferences rather than technical constraints. This technological regression occurs as brands like Guess notably avoid featuring these AI images on their own social media platforms, suggesting internal ambivalence about their innovation.

Vogue faces backlash over first AI-generated model in ad

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Vogue faces backlash over first AI-generated model in ad

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