BREAKING: The August 2025 issue of American Vogue is generating explosive reactions as it features advertisements showcasing models that are not real people. The campaign, launched by the clothing brand Guess, has drawn significant attention for its use of artificial intelligence to create lifelike models, igniting a heated debate around representation and beauty standards.
The advertising images, including a Caucasian woman in a striking dress, initially appear normal. However, a small disclaimer reveals that these models were entirely generated by AI, a fact that has sparked outrage across social media platforms, particularly TikTok. A video from user @lala4an about the Guess ad has amassed over 2.7 million views, capturing widespread attention and concern.
The implications of AI-generated models are profound and immediate. Critics argue that this technology exacerbates existing pressures on real-life models, particularly women striving for diversity and representation in an industry that often prioritizes unrealistic beauty ideals. One TikTok user commented, “We have to compare ourselves to women that don’t even exist???” highlighting the emotional toll on consumers.
Guess has not yet responded to inquiries from CNN regarding the controversy. However, a spokesperson from Condé Nast confirmed that AI models have never appeared editorially in Vogue, although digital models were featured in international editions, such as Vogue Singapore in March 2023.
The campaign was developed by Seraphinne Vallora, a London-based marketing agency specializing in AI. Co-founders Valentina Gonzalez and Andreea Petrescu explained that the campaign involved working closely with a real model to inform the AI-generated images. They assert that the choice to use AI was driven by efficiency and cost-effectiveness in an increasingly competitive market.
Petrescu stated, “We still hire models,” emphasizing that AI creation is merely an extension of traditional modeling practices. The choice of the AI models—two women named Vivienne and Anastasia—was made after careful consideration by Guess co-founder Paul Marciano. However, it was Vivienne who gained viral fame, raising questions about the ethics of using AI in fashion.
The controversy surrounding AI models is not isolated to Guess. Other brands, including Mango and Levi’s, have also experimented with AI-generated models, facing backlash for potentially exploiting diversity without genuine investment in real-life representation. Critics argue that such practices risk sidelining professional models and creatives, raising ethical concerns about the future of the industry.
Sara Ziff, founder of the non-profit Model Alliance, cautioned against the growing reliance on AI, stating, “We need to ask who’s getting paid, who’s getting seen and who gets erased.” As fashion brands increasingly turn to digital models, the impact on traditional models and the broader industry remains a pressing concern.
In a landscape where digital influencers and AI models are becoming more prevalent, the lines between reality and digital creation are blurring. While some argue that AI can enhance creativity, others warn of the potential for exploitation without proper safeguards.
As this situation continues to unfold, the fashion industry must grapple with the balance between innovation and representation. The response from consumers and industry stakeholders will likely shape the future of modeling and advertising in an era increasingly defined by technology.
Stay tuned for updates as this story develops.
