## Vogue Features AI Model, Sparking Controversy and Debate on Fashion's Future **News Title:** Her features are flawless. But this blonde, blue-eyed Vogue model isn’t real **Report Provider:** ABC **Author:** Charmayne Allison **Publication Date:** July 29, 2025 ### Key Findings and Conclusions: For the first time in history, *Vogue* magazine has featured an AI-generated model in its August print edition. The two-page spread, an advertisement for Guess's summer collection, has ignited significant online controversy. Critics argue that the use of AI models threatens diversity in fashion, reinforces unattainable beauty standards, and raises questions about the future of real models. ### Critical Information: * **The AI Model:** The AI model featured in *Vogue* has "sleek blonde hair, a delicate nose and flawless features." * **Creators:** The images were created by London-based AI marketing agency **Seraphinne Vallora**, co-founded by former architects Valentina Gonzalez and Andreea Petrescu. * **Campaign Acquisition:** Seraphinne Vallora secured the Guess campaign after Guess co-founder Paul Marciano contacted them via Instagram. * **Creation Process:** Generating the AI imagery involves a process that can take "several weeks and hundreds of iterations" to perfect details like texture and movement. * **Vogue's Disclaimer:** A "subtle disclaimer" stating the images are AI-generated was printed in the top-left corner of the right page of the spread. * **Industry Response:** * **Online Backlash:** Readers have expressed criticism, with one stating *Vogue* had "lost credibility." * **Concerns for Real Models:** Some believe AI models will make it impossible for real models to compete with unrealistic beauty standards. * **Guess's Silence:** *Vogue* directed inquiries to Guess, which did not respond by the deadline. * **Potential Motivations for Using AI Models:** * **Cost Reduction:** RMIT fashion lecturer Rashmita Bardalai suggests Guess may be using AI models to cut the logistical and financial costs of traditional fashion shoots. * **Creative Control:** AI offers brands control over styling environments, allowing models to be placed in any digital world. * **Impact on Beauty Standards:** * **Audience Engagement:** Seraphinne Vallora stated that their online engagement "plummets" when they experiment with "more diversity" in AI models (different body types and facial features), noting a **90% decrease** in views (from 10 million to 1 million per month) in such instances. They claim they are "simply reflecting what has been established culturally and what audiences still respond to today." * **Reinforcing Unrealistic Ideals:** Melissa Wilton of The Butterfly Foundation warned that AI models could lead to a surge in disordered eating due to increasingly "unrealistic and unattainable" beauty ideals. * **Dove Report Data:** A 2024 Dove report indicated that almost **50% of Australian women** felt pressured to alter their appearance due to online content, even when aware the images were fake or AI-generated. * **Eurocentric Bias:** AI models may reinforce Eurocentric beauty ideals (light skin, straight hair, thinness) and exclude racial minorities. * **Future of Fashion:** * **Expected Demand:** Seraphinne Vallora anticipates a significant increase in demand for their AI-generated models. * **AI as an Alternative:** They position their services as a "faster, lower-cost 'creative alternative'" rather than a replacement for traditional methods. * **Potential Benefits:** Dr. Bardalai highlighted AI's potential in fashion for sustainable design and reducing purchase returns. * **Regulation and Labeling:** Dr. Bardalai emphasized the need for AI to be properly regulated and for AI images to be clearly labeled, noting this is not currently a legal obligation in Australia. * **AI as a Tool, Not a Substitute:** While AI can "disrupt workflows" for tasks like pre-launch teasers and lookbooks, Dr. Bardalai believes there's "little risk they'll replace real-life models entirely," stressing the irreplaceable value of the "human touch" and "emotional intelligence." ### Notable Risks or Concerns: * Threat to diversity in fashion. * Reinforcement of unattainable beauty standards. * Potential negative impact on real models' careers. * Risk of increased disordered eating due to unrealistic beauty ideals. * Reinforcement of Eurocentric beauty biases. * Lack of clear regulation and mandatory labeling for AI-generated content in Australia. ### Significant Trends or Changes: * The increasing integration of AI in the fashion industry, exemplified by *Vogue*'s first AI model feature. * A growing debate about the ethical implications of AI in media and advertising. * The potential for AI to alter cost structures and creative processes in fashion campaigns. * The tension between audience preferences for conventional beauty standards and the industry's stated progress towards diversity.
Her features are flawless. But this blonde, blue-eyed Vogue model isn’t real
Read original at ABC →She has sleek blonde hair, a delicate nose and flawless features.But she is not real.For the first time in history, Vogue has featured an AI model in its pages.The two-page spread, an ad for Guess's summer collection, is in the fashion bible's August print edition.But it has sparked significant online controversy, with some claiming it threatens diversity in fashion and reinforces already unattainable beauty standards.
Others say it calls into question the future of real models.Here's what we know.It's the first time Vogue has featured an AI model in its pages. (Supplied: Seraphinne Vallora)Who created the images?The images were created by London-based AI marketing agency Seraphinne Vallora.Co-founded by former architects Valentina Gonzalez and Andreea Petrescu, the company builds fashion campaigns for major brands using artificial intelligence."
When we started, no one was doing this," the co-founders told the ABC in a statement."But with the global attention we've received and the results we've shown, we're seeing a massive shift in awareness."Valentina Gonzalez and Andreea Petrescu are the co-founders of Seraphinne Vallora. (Supplied: Seraphinne Vallora)They scored the Guess campaign after co-founder Paul Marciano "slid into their DMs" on Instagram.
Once they'd worked with the brand to learn their creative vision, Seraphinne Vallora generated the imagery.It's a process they say can take several weeks and hundreds of iterations, as they work to perfect the texture, movement and details of the advertised product.The resulting Vogue spread featured summery images of a blonde model wearing a floral mini dress and a striped maxi dress.
In one corner, there's a subtle disclaimer that the images are AI-generated.Vogue printed a tiny disclaimer in the top-left corner of the right page (circled in red). (Supplied: Seraphinne Vallora)What has been the response?Vogue has faced online backlash for including the ad in its latest print edition.
One reader says the magazine had "lost credibility".Others pointed out that with the rise of AI, even models would not be able to compete with unrealistic beauty standards.Vogue directed the ABC's inquiries to Guess, which did not respond by the deadline.Seraphinne Vallora created several AI-generated images for Guess.
(Supplied: Seraphinne Vallora)RMIT fashion lecturer Rashmita Bardalai says Guess may have opted for an AI-generated model to cut the costs of traditional fashion shoots — both logistical and financial."It also gives them control over styling environments, so they can place models in any type of digital world," she said.
How could this impact beauty standards?Seraphinne Vallora says while they can create any kind of model, they've noticed online engagement plummets as soon as they experiment with "more diversity".This includes different body types and facial features."Our reach would drop from 10 million views per month to just 1 million.
That's a 90 per cent decrease," they said in a statement."We're simply reflecting what has been established culturally and what audiences still respond to today."Seraphinne Vallora says the AI-generated images on their Instagram page are a response to audience behaviour. (Supplied: Instagram/@seraphinnevallora)Dr Bardalai says fashion has made "real progress" in diversity in recent years, platforming models with different body types, ages, ethnicities and abilities, as well as trans models.
She says it's crucial AI is trained with unbiased datasets, to ensure it doesn't promote "outdated beauty norms".Seraphinne Vallora designed a brunette AI model for Guess as well. (Supplied: Seraphinne Vallora)The Butterfly Foundation's Melissa Wilton says AI models may spark a surge in disordered eating, as people pursue increasingly "unrealistic and unattainable" beauty ideals.
She said a 2024 Dove report showed almost 50 per cent of Australian women felt pressured to alter their appearance because of online content, even when they knew images were fake or AI-generated."AI may also reinforce Eurocentric beauty ideals, such as light skin, straight hair and thinness, while also excluding racial minorities," she said.
Guess has used AI-generated images in its summer campaign. (Supplied: Seraphinne Vallora)What is the future of fashion?Seraphinne Vallora say they expect demand for their AI-generated models will explode in the coming years.However, they say they don't want to replace traditional methods, but offer a faster, lower-cost "creative alternative".
Meanwhile, Dr Bardalai says while AI offers "really exciting potentials" in the fashion space — including supporting sustainable design and reducing purchase returns — it's crucial it's properly regulated.Seraphinne Vallora says it can take weeks to create an AI-generated model for luxury brands.She says AI images must also be clearly labelled — currently not a legal obligation in Australia.
But while AI models could "disrupt workflows" in certain fashion productions such as pre-launch teasers and lookbooks, Dr Bardalai says there's little risk they'll replace real-life models entirely."How do we use this as a tool and not as a substitute?" she says."But the human touch, the emotional intelligence — of course, that remains irreplaceable."
