In the August issue of Vogue magazine, an advertisement for Guess's summer collection was published. It features smooth-skinned, perfectly proportioned female models. However, in a small corner of the ad, there is a note saying "AI-generated," meaning it was created with the help of artificial intelligence. This marks the first time a fully artificial model has appeared on the pages of Vogue.
This advertisement has sparked debates about the rights of real models working in the fashion industry, as well as the idealized beauty standards being imposed on young minds.
Experts have described this campaign as "detached from humanity and possessing negative influence." The UK-based organization Beat emphasized that such images could lead to distorted body perceptions and eating disorders.
Representatives of Seraphinne Vallora, the company that collaborated with Guess, clarified that AI models do not replace real models but rather "complement" them. However, the company's website highlights the advantage of this technology as eliminating costs for makeup artists, photographers, and models.
Criticism directed at the magazine is growing. Vogue clarified that this advertisement was not an editorial decision but a regular commercial ad. Nevertheless, debates about the future of AI models in the fashion world continue.
