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A two-page spread in the August edition of Vogue has sparked controversy for using AI models getty What happens when the world’s most respected, self-appointed fashion bible quietly takes a step outside of its traditional aesthetic? On newsstands in early August 2025, Vogue’s much‑anticipated August issue serves business as usual; glossy, authoritative, impeccably curated. However, nestled between Anne Hathaway’s immaculate image on the cover and editorials covering female leadership in fashion and the representation of women in sports, lies an unassuming two‑page spread for Guess, labelled discreetly “Produced by Seraphinne Vallora on AI.” At first glance, the campaign’s flawless, hyper‑symmetrical blonde model sitting with a cup of coffee in one image, and leaning against a blue wall in another, looks like all of the other photoshopped ads that we see in glossy publications, treading the line between photorealism and impossible beauty standards. But beneath these uber perfect images of an AI-generated model lies a tectonic shift: the dawn of fully synthetic imagery in the pages of fashion’s most esteemed publication. AI-Generated Models Versus Photoshopped Imagery The Guess ad, commissioned through Paris‑based creative house Seraphinne Vallora, was created using generative algorithms trained on runway looks, campaign shots and studio lighting setups. The founders of Seraphinne Vallora, Valentina Gonzalez and Andreea Petrescu, told the BBC that they were asked to create the AI model for this campaign by Paul Marciano, co-founder of Guess, via a message on Instagram. By producing the campaign using AI tools, there was no need for a casting director, green room, or a retoucher. In a much shorter space of time than traditional shoots, the AI tools were still used to create a model whose every angle, expression and shadow conformed to an idealised beauty standard; but, until recently, these images were only possible after human teams had crafted…

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Filed under: News - @ July 29, 2025 10:26 am