AI transforms fashion

Recent developments in the fashion industry are reshaping how models engage with photo shoots, offering a glimpse into a future where technology meets creativity.
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London-based model Alexsandrah Gondora is now utilising an AI replica of herself for photo shoots, allowing designers and retailers to book her digital double without the need for her physical presence. This innovative approach not only saves time but also cuts down the costs traditionally associated with high-budget campaigns.

While this technology opens up endless creative possibilities, it has also sparked concerns among industry professionals. Critics fear that the widespread use of AI-generated images could eventually displace traditional models, not just in the UK, but globally. Replacing make-up artists, photographers, and even promote a homogenised standard of beauty.

Gondora, however, remains optimistic about the change, emphasising that she retains control over her digital likeness and benefits from the new model. The rise of such digital innovations is prompting calls for new regulations to ensure that models are fairly compensated and their rights protected in this evolving field.

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