The world of fashion finds itself in the eye of the storm after the recent publication in Vogue US's August issue of a Guess ad featuring an AI-generated model. Although Vogue editors clarified that the decision to use an AI model was not theirs, reader reaction has been strong and negative, directing criticism not only at Guess but also at the magazine itself.
The Controversy of the Synthetic Model
The ad in question was created by Guess in collaboration with the French startup Seraphinne Vallora, co-founded by Valentina Gonzalez and Andrea Petrescu. The promotional video shows a slender blonde, entirely AI-generated, posing impeccably on the street in a blue jumpsuit and dress. The model's perfect figure and face, while aesthetically pleasing, pose a fundamental dilemma: it's unrealistic, as the BBC points out.
Two Crucial Problems in AI Advertising
Experts in the fashion industry have identified two main problems stemming from this advertising trend. Firstly, the "ideal" appearance of AI-generated models has the potential to set even more unattainable beauty standards. This represents a worrying setback in the already complex conversation about inclusion and body diversity. British model Felicity Hayward put it bluntly: "The use of AI-generated models is another low blow that will hit plus-size models hard." This type of imagery reinforces the idea of an unachievable perfection, which can have serious psychological consequences.
Secondly, supporting these AI experiments generates a latent concern about the future employment of many professionals in the fashion industry. Photographers, stylists, makeup artists, and of course, the models themselves, face the threat that neural networks could take away their job opportunities. If brands can create perfect images without the need for human teams, the impact on employment could be devastating. Sarah Ziff, former model and founder of Model Alliance, warns: "AI can have a positive impact on our industry, but effective protections for workers are needed."
The Impact on Body Perception and Public Reaction
AI's influence on beauty standards is already a tangible reality. Model and entrepreneur Sinead Bovell highlights that "young women are getting plastic surgery to make their face look the same in real life as with a filter. And now we see completely artificial people." This digital idealization can lead to severe body dysmorphia, where reality never meets the expectations generated by synthetic images. Vanessa Longley, CEO of Beat (a charity dedicated to eating disorders), emphasizes that "when people see images of unrealistic bodies, this can affect their perception of their own body. And negative body perceptions increase the risk of developing eating disorders."
The internet's response was swift. Criticism poured in for both Guess and Vogue, with many pointing out that publishing AI-generated images makes buying the magazine pointless. Comments like "why should I buy a magazine if I can generate a model and get the same thing?" or the ironic reference to Miranda Priestly from "The Devil Wears Prada" ("Miranda Priestly would never do that") reflect a widespread feeling of disappointment and disillusionment among consumers who value authenticity and real representation.
Andrea Petrescu, co-founder of Seraphinne Vallora, defends the use of AI, arguing that all advertising focuses on the "ideal appearance of the model." She also claims that her company tried to create more inclusive AI models, but users didn't show much interest in them—a statement that will undoubtedly reignite the debate about brand responsibility and public perception.
Ultimately, this incident with Vogue and Guess has brought the ethics of AI in the fashion industry to the forefront of discussion. The line between innovation and the promotion of harmful beauty standards is becoming increasingly blurred, and the need for regulation and greater awareness of the impact of these technologies is more urgent than ever.
#Vogue #AIinFashion #ArtificialIntelligence #BeautyStandards #FashionIndustry #MentalHealth #Representation #AIModels #Guess #UnrealisticBeauty
#News | Vogue under fire 🧠💄
— Breaking News Today (@Trenddetailnews) July 30, 2025
The magazine featured an AI-generated model in a printed Guess ad, sparking debate over tech, jobs, and beauty standards. pic.twitter.com/zUhEFRpN6s
