HUMBLEBOB

Fashion brands using AI-generated imagery: a tracker

Public cases of fashion brands using AI-generated models or campaign images since 2023: date, approach, disclosure and source, with a CSV download.

A researcher pins a fashion campaign print at the end of a row of photographs on a cream studio wall.
Campaign prints pinned in date order, the way this tracker lines up each public case with its date and source. AI-generated image

This tracker lists public cases of fashion brands using AI-generated models or campaign imagery, with the date, what the brand did, how it was disclosed, and a source for each entry. It is maintained by HUMBLEBOB and updated when a new case is documented by the brand or by reputable press. The full data, including public reactions and follow-up statements, is available as a CSV file.

The cases

Date Brand What happened Approach Disclosure Source
2023-03-22 Levi's Announced a test of AI-generated models with Lalaland.ai to supplement human models Generated people Press release source
2024-07-10 Mango Teen line campaign 'Sunset Dream' made with generative AI from photographed garments, in 95 markets Generated people Press release source
2024-11-13 Mango AI-generated models in a teen sportswear lookbook, marked as AI-generated Generated people Marked on images source
2025-03-28 H&M Announced digital twins of about 30 models, built with Uncut; models keep rights and are paid per use Consented digital twins Announcement source
2025-05-07 Zalando About 70% of Q4 2024 editorial campaign images AI-generated; production time from 6 to 8 weeks to 3 to 4 days, costs down 90% Editorial at volume Company statement to Reuters source
2025-07-02 H&M First images with digital twins published, a denim story Consented digital twins Brand release source
2025-07-29 Guess Two-page ad in the August 2025 US Vogue with AI models made by Seraphinne Vallora Generated people Small-print credit source
2025-09-02 J.Crew Images for a Vans collaboration found to be AI-generated after publication Generated people Added after detection ('digital art' credit) source
2025-12-03 Valentino AI project for the DeVain bag, disclosed from the start AI art direction Disclosed source
2025-12-18 Zara Uses AI to show consenting real models in more outfits, paid in line with industry practice Consented digital twins Confirmed to Reuters source
2026-02-26 Gucci AI-generated images on Instagram before its Milan show, tagged 'Created with AI' AI art direction Tagged on the posts source
Timeline of public cases from March 2023 to February 2026, one point per brand announcement or report.
Every public case in the tracker in date order, from the first announced test to the most recent campaign; each source is in the table below. Diagram: HUMBLEBOB

Four approaches

  • Generated people: models who do not exist, made for a campaign or product images.
  • Consented digital twins: generated versions of real, contracted models who approve and are paid for the use.
  • AI art direction: generated imagery around a product or idea, without replacing a model's work.
  • Editorial at volume: AI used to produce large numbers of editorial images.
A model stands on a cream backdrop among soft light panels while a photographer at a tripod camera takes reference shots.
A real model in a studio session: with a consented digital twin, the contracted model approves and is paid for the use. AI-generated image

What the public reaction to each case says is covered in AI fashion campaigns so far.

Method

An entry needs a public use of AI-generated people or campaign imagery by a fashion brand, documented by the brand itself or by reputable press. The date is the date of the announcement or of the earliest report we found. Every entry links its source, and every source was checked on the date in the CSV's last_checked column. The tracker does not include private or client work.

Report a missing case or an error to info@humblebob.com and we correct the page.

How to cite

HUMBLEBOB (2026). Fashion brands using AI-generated imagery: a tracker. Updated 29 September 2026. https://humblebob.com/research/brands-using-ai-imagery

The data may be reused with this citation.

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