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As fashion evolves, so does the way it is represented to consumers worldwide. Brands are increasingly using AI models, designing fashion campaigns through advanced online programs, and creating products based on current trends. Artificial intelligence is gradually taking over the fashion industry, leading to challenges not only in the corporate world but also in women’s day-to-day lives.
Brands are always exploring new ways to appeal to their customers’ needs. In recent years, many have partnered with popular influencers to reach a broader audience. However, the latest trend involves using artificial intelligence programs to create virtual models that resemble humans. While intended as a step into the future, these changes are having unforeseen consequences for everyday consumers.
For women, fashion has historically been a means of self-expression and a way to connect with beloved brands. Over the years, the industry has perpetuated unrealistic ideals of what the “perfect” woman should look like. Thanks to advancements in technology, these unattainable standards have become even more pronounced. With AI-generated models gaining prominence, a new standard of beauty has emerged. These models are depicted with flawless skin, perfectly shaped eyebrows, minimal makeup, and no visible imperfections. Such portreyals not only mislead consumers about what beauty should look like but also contributes to poor self-esteem and a rise in cosmetic procedures.
Older generations may struggle to grasp the rapid technological changes shaping the industry or distinguish what is real from what is fake. AI advancements make it increasingly difficult to discern truth from fabrication. These virtual models also often showcase unrealistic body standards—tiny waists, disproportionate hips, and idealized heights. Examples of such virtual influencers include Miquela, Reah, Rui, and Mila Sofia. These AI-generated personalities are becoming celebrities in their own right, booking fashion and entertainment campaigns that once went to real individuals.
In 2018, Miquela, one of the first widely recognized virtual influencers, emerged. Presented as an AI-generated young woman, Miquela quickly rose to fame on Instagram and YouTube. Her life seemed like a dream—front-row seats at Fashion Week, photoshoots with Bella Hadid, and sponsored brand trips to exotic locations. This virtual influencer set a new standard for success in the industry, reminding everyone that staying relevant required embracing cutting-edge technology.
Reah, a virtual model from South Korea, entered the entertainment industry in January 2021. She has since worked on numerous fashion campaigns, promoted new products, and built a loyal fan base, particularly through her collaborations with LG. Similarly, Sua, another South Korean 3D model, is a prominent figure on TikTok. Her realistic movements and expressions make it difficult for viewers to recognize her as an AI creation. One of her most notable campaigns featured her alongside K-pop singer Jang Won-young, promoting a new product line.
Mila Sofia, one of the many AI models not featured in billboard campaigns, is a stereotypical Instagram AI account that has gained over 100k followers across her social media platforms. Her posts often celebrate various holidays, and her Instagram stories prominently feature her body. Many of the comments on her posts come from men expressing a desire for their significant others to look like her, thereby creating another set of problems.
The use of AI-generated imagery is not without controversy. Brands like Mango have embraced this technology to compete with rivals such as H&M and Forever 21, producing faster campaigns without involving real people. While innovative, these campaigns perpetuate unrealistic beauty standards and prioritize profit over authenticity.
AI platforms also serve as easy access points for harmful content. Many women turn to these platforms for inspiration on weight loss, dieting, or fitness tips, only to encounter toxic advice. Some AI tools provide dangerous recommendations, such as consuming fewer than 700 calories daily, and spread “thinspiration” images that promote unhealthy ideals. Companies like LUMA AI have been criticized for creating fake images of women and using them to market unattainable beauty standards. By allowing users to merge their faces with idealized bodies, the app fuels insecurities and reinforces harmful stereotypes.
The rise of AI-generated models and content is creating a lasting impact on fashion and beauty standards. However, not all brands are following this trend. Some are committed to showcasing real women and celebrating inclusivity, presenting authentic representations of everyday people without unrealistic features.
