The H&M campaign featuring the “digital twins” is set against the backdrop of global fashion hubs, highlighting a range of denim styles.

H&M chief creative officer Jörgen Andersson said: “We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many.”  

The release was developed in collaboration with a specialised team, including photographer Johnny Kangasniemi and model Vanessa Moody, and supplemented by a behind-the-scenes video.

Kangasniemi added: “I am super excited to further explore AI in this way on the side of my own photography. It´s an interesting tool to add to our creative toolbox.”

The first images went live on 2 July, with plans to expand this initiative in the fall through various presentations set in multiple cities.

H&M announced its intention to create digital counterparts for human models in March this year.

"This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent," commented Moody.

The “digital twins” retail marketing initiative comes as H&M said that surging costs put a dampener on H1 results with a 1% sales increase offset by currency fluctuations and consumer reluctance to spend amid a tense geopolitical climate.

H&M joins the ranks of fashion industry players such as Hugo Boss, Levi Strauss & Co, and Mango in experimenting with generative AI.

Last week, Mango introduced Mango Stylist, a virtual fashion assistant powered by generative AI, designed to offer personalised product suggestions and improve the customer shopping experience.