Fashion has always been more than fabrics and trends.

It has been a way to tell stories.

Stories of real bodies. Of cultures. Of dissent, of identities.

But something is changing. And not precisely on the runways.

Today, some of the biggest campaigns in the world are no longer photographed… they are generated.

And the protagonists no longer walk the runway. They live on servers.

AI not only designs clothes… it now also designs bodies.

Global brands — both big and emerging — are adopting models generated by artificial intelligence.

Some, like H&M, have created “digital twins” of real models.

Others simply generate new faces and stylized bodies without the need for casting.

What is the promise of this trend?

• Optimize visual production.
• Reduce logistical costs.
• Accelerate content generation.
• Reach global audiences faster.

According to McKinsey and Vogue Business, this visual automation could reduce up to 30% of creative positions in fashion campaigns over the next 5 years.

What seems like innovation… can also be displacement.

Each AI clone created can mean:

• Fewer hired photographers.
• Makeup artists without gigs.
• Stylists without assignments.
• Creatives without sessions.

Technology is useful, yes. But it is not neutral. It has consequences.

And if we don’t recognize it, efficiency could turn into dehumanization.

Beauty without context. Diversity without soul.

This is where the dilemma becomes deeper.

Many AI-generated models replicate beauty stereotypes:

• Sculpted faces.
• Flawless skin.
• Impossible sizes.

Eurocentric and hegemonic aesthetics that have already been questioned for decades.

Are we idealizing impossible bodies again?

Is AI erasing what took so long to make visible: the diversity of bodies, colors, cultures, and styles?

Where is fashion headed?

Some see AI as an opportunity to democratize visual production.

So that small brands can access resources previously unreachable.

But there are also those who warn:

A fashion without skin, without mistakes, without history… is not fashion.

It is product.

It is simulation.

Noise without narrative.

Conclusion: Visual perfection… or human authenticity?

Artificial intelligence has come to stay.

But in fashion — just like in life — perfection doesn’t always tell the best story.

Creativity is human.

Fashion should also continue to be so.

And what do you think?

• Are we celebrating efficiency or cloning stereotypes?
• How do we protect aesthetic and cultural diversity in this new digital era?
• What role should human creatives play in the AI-driven fashion industry?

Leave it in the comments.

Because if each garment tells a story… no algorithm should silence it.