The press, of course, ate it up.

Text version: https://pivot-to-ai.com/2025/04/15/hms-ai-models-campaign-makes-impossible-claims/

Sources:

H&M Knows Its AI Models Will Be Controversial https://www.businessoffashion.com/articles/technology/hm-plans-to-use-ai-models/

Fashion’s AI Dilemma Is Getting Worse https://www.businessoffashion.com/articles/technology/fashion-ai-dilemma-is-getting-worse/

H&M to use digital clones of models in ads and social media https://www.bbc.co.uk/news/articles/c3vwg73xndeo

Calling all fashion models ... now AI is coming for you https://www.theguardian.com/fashion/2025/mar/30/fashion-models-ai-job-losses

Look Again: That H&M Model Showing Off a New Look May Be a Digital Clone https://www.nytimes.com/2025/03/28/technology/hm-ai-models-social-media.html

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