H&M · Jul 2025
H&M AI digital twins (denim)
Digital twins of 30 real models, who keep the rights and get paid, used for social posts and a denim campaign. AI imagery is watermarked.
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Tools used
Undisclosed. No tool has been publicly credited for this ad.
Tools are listed only when credited by the brand, agency, studio or tool maker in a cited source.
Reception
Undisclosed. No notable public reception documented yet.
Sources
- hmgroup.com https://hmgroup.com/news/hm-continues-its-exploration-of-creativity-with-ai/
- businessoffashion.com https://www.businessoffashion.com/news/technology/hm-releases-first-images-with-ai-digital…
- bbc.com https://www.bbc.com/news/articles/c3vwg73xndeo