# 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. - URL: https://humblebob.com/research/brands-using-ai-imagery - Publisher: HUMBLEBOB (https://humblebob.com) - Updated: 2026-09-29 --- 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](https://humblebob.com/data/brands-using-ai-imagery.csv). ## 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](https://www.levistrauss.com/2023/03/22/lsco-partners-with-lalaland-ai/) | | 2024-07-10 | Mango | Teen line campaign 'Sunset Dream' made with generative AI from photographed garments, in 95 markets | Generated people | Press release | [source](https://mangofashiongroup.com/en/w/mango-crea-la-primera-campa%C3%B1a-generada-con-inteligencia-artificial-para-su-l%C3%ADnea-teen) | | 2024-11-13 | Mango | AI-generated models in a teen sportswear lookbook, marked as AI-generated | Generated people | Marked on images | [source](https://www.yahoo.com/lifestyle/mango-ai-models-slammed-false-192812823.html) | | 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](https://fashionunited.com/news/fashion/h-m-to-create-twins-of-models-with-ai-the-possibilities-are-almost-endless/2025032865199) | | 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](https://finance.yahoo.com/news/zalando-uses-ai-speed-marketing-070427441.html) | | 2025-07-02 | H&M | First images with digital twins published, a denim story | Consented digital twins | Brand release | [source](https://hmgroup.com/news/hm-continues-its-exploration-of-creativity-with-ai/) | | 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](https://petapixel.com/2025/07/29/ai-generated-models-now-appear-in-vogue-magazine/) | | 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](https://petapixel.com/2025/09/02/j-crews-ai-generated-fashion-images-look-a-lot-like-real-photos/) | | 2025-12-03 | Valentino | AI project for the DeVain bag, disclosed from the start | AI art direction | Disclosed | [source](https://www.yahoo.com/entertainment/articles/valentino-trashed-tacky-lazy-ai-185952693.html) | | 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](https://us.fashionnetwork.com/news/Zara-turns-to-ai-to-generate-fashion-imagery-using-real-life-models,1793017.html) | | 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](https://luxe.outlookindia.com/fashion-beauty/couture/gucci-sparks-backlash-after-using-ai-models-for-milan-fashion-week-campaign) | ![Timeline of public cases from March 2023 to February 2026, one point per brand announcement or report.](https://humblebob-media.humblebob.workers.dev/humblebob-website/content/tracker-timeline-1440-33726c78c3.webp) *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.](https://humblebob-media.humblebob.workers.dev/humblebob-website/content/tracker-twin-session-1024-b57f9e2924.webp) *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](https://humblebob.com/journal/ai-fashion-campaigns-what-brands-learned). ## 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. --- About the publisher: HUMBLEBOB is a production partner for fashion imagery. 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