Her features are flawless. But this blonde, blue-eyed Vogue model isn’t real

Authors: Charmayne Allison

Publisher:

ABC

Published: 7/29/2025

Language:English

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Aura Windfall

Good morning 1, I'm Aura Windfall, and this is Goose Pod for you. Today is Thursday, July 31th. I'm here with my co-host.

Mask

I'm Mask. We are here to discuss a fascinating and disruptive new reality: Her features are flawless. But this blonde, blue-eyed Vogue model isn’t real.

Aura Windfall

Let's get started. It’s a striking headline, isn't it? For the first time, the fashion bible, Vogue, featured a completely AI-generated model in an ad for Guess. She’s perfect, but she doesn’t exist. What does this say about our definition of beauty and truth?

Mask

It says that the definition is irrelevant. The market has spoken. This isn't just an ad; it's a paradigm shift. An AI marketing agency, Seraphinne Vallora, created this. Their founders are two 25-year-old former architects. They're not waiting for permission to innovate.

Aura Windfall

And the co-founder of Guess, Paul Marciano, just "slid into their DMs" on Instagram to get this campaign started. It feels so... immediate. But what I know for sure is that when things move this fast, we have to pause and ask about the implications.

Mask

Implications or opportunities? They're showing massive results and getting global attention. This isn't a fluke; it's the future. Other brands are seeing this and a massive shift in awareness is happening. The process takes weeks, hundreds of iterations, to perfect the textures and movement. It's craftsmanship.

Aura Windfall

Is it craftsmanship, or is it the creation of a new, impossible standard? The controversy online has been significant. People are pointing out that even real models can't compete with something that is, by definition, flawless and artificial. It feels like we're chasing a ghost.

Mask

It's not a ghost; it's data. One user on X said, "Even models can't compete." Exactly! That's the disruption. This is about efficiency and control. Guess can cut the immense logistical and financial costs of a traditional photoshoot. They can create any world they want.

Aura Windfall

But what about the human cost? The Butterfly Foundation and other experts are worried. They see a potential surge in disordered eating and body image issues. People feel pressure to change themselves, even when they know the images are fake. That's a profound spiritual and emotional weight.

Mask

That's a societal issue, not a technological one. The agency, Seraphinne Vallora, even said that when they experiment with more diversity—different body types, different features—their online engagement plummets by 90%. They're just reflecting what the market already demands. They’re a business, not a social justice committee.

Aura Windfall

And that, right there, is the heart of the matter. Are we letting technology simply reflect our existing biases, or should we be using its power to challenge them? It's a question of purpose. Plus-size model Felicity Hayward called this "lazy and cheap," and "very disheartening."

Mask

She would say that, her job is on the line. But this isn't about laziness; it's about intelligence. It's about creating a "talking point," getting free publicity, and yes, cutting costs. That’s not lazy, that’s just a smart, aggressive business strategy in a competitive market.

Aura Windfall

But it’s also a "kick in the teeth," as she said, for the progress made in diversity. We've seen more body types, ages, and ethnicities on the runway. Does this new wave of technology threaten to wash all of that progress away, taking us back to a single, narrow ideal?

Mask

Progress is not a straight line. Sometimes, you have to break things to build something better. The technology for creating realistic plus-size AI models isn't even there yet, according to the founders. The tech will evolve, and the market will follow. It's an iterative process.

Aura Windfall

To truly understand this moment, we have to look at the soil it grew from. The fashion industry has always, to some extent, relied on artists' intuition and a certain kind of magic. But now, we're seeing this massive shift towards data-driven, AI-powered creation. It’s a profound change.

Mask

It's not magic; it's inefficiency. For years, fashion executives weren't interested in automation because they fetishized "creativity." But in the hyper-digital age, that's a death sentence. Businesses that don't adapt to AI risk financial insolvency. The market size grew 40% in one year alone. It's adapt or die.

Aura Windfall

I hear the numbers, but I want to understand the creative journey. Early AI in fashion started with genetic algorithms, suggesting new styles from old designs. Then it moved to computer vision, identifying trends. Now, with generative AI like DALL-E, it’s creating original content from scratch.

Mask

Exactly. It's an exponential curve. We went from basic analysis to generative design. Think about it—AI can now explore a vast design space, optimizing for material usage, weight, and cost, all before a single piece of fabric is cut. It's not just about images; it's about intelligence in the supply chain.

Aura Windfall

And this journey has brought us to virtual try-ons and personalized digital avatars. Google now has a tool that shows clothes on models with diverse body types. There's a beautiful potential there to help people see themselves represented, to make shopping more inclusive and reduce waste from returns.

Mask

It's all about reducing friction and increasing conversion. Virtual fitting rooms aren't just a gimmick; they are a direct line to better sales and lower overhead. You give customers a more informed, engaging experience, and they're less likely to send products back. It's a win-win. Efficiency and profit.

Aura Windfall

But there’s a consistent challenge that designers have faced with these tools. A pilot test with fashion designers revealed that a major drawback of AI tools was the difficulty in accurately reflecting the designer’s true intentions. It seems there’s a gap between the vision and the algorithm.

Mask

That’s a temporary problem. The technology is new. The same study showed that with a better system, designer satisfaction shot up. The goal is to develop systems that incorporate domain knowledge, systems that learn to think more like a human designer, but with the processing power of a machine.

Aura Windfall

So it's about teaching the AI the nuances of human creativity. It's fascinating that researchers are trying to mirror the work process of human designers, to build a bridge between that intuitive spark and the cold, hard data the AI processes. It's a search for a shared language.

Mask

It's about creating a better tool. A hammer doesn't have a "spark," it just works. Generative AI is a power tool for creativity. It can generate realistic graphics from sketches, create digital art, or edit videos. It’s about augmenting the designer, not replacing their soul.

Aura Windfall

This brings to mind the broader ecosystem. AI is being used for trend analysis, mining data from social media and blogs to predict what's next. It’s also being used for demand forecasting, helping brands make smarter decisions about inventory. There’s a practical, almost invisible side to this revolution.

Mask

Invisible but incredibly powerful. We're talking about predictive analytics that can forecast trends with terrifying accuracy. Tools like Brandwatch are drawing insights from over a trillion social media posts. This isn't guessing; it's knowing what people want before they do. That's the ultimate competitive advantage.

Aura Windfall

And there's a sustainability angle too, which I find hopeful. AI can help recommend sustainable materials, optimize energy use in manufacturing, and reduce waste. It seems this powerful tool can be pointed in a direction that serves a greater purpose, a purpose of stewardship for our planet.

Mask

Of course. Sustainability is a market demand now. Optimizing processes to reduce waste isn't just good for the planet; it's good for the bottom line. AI helps create more efficient designs, cuts down on material costs, and streamlines production. It's pragmatism, not altruism, that drives this progress.

Aura Windfall

But this progress creates undeniable conflict. The core of it seems to be a battle between human artistry and machine efficiency. When an AI-generated artwork won a prize at a state fair, it sparked outrage. Artists felt their skill, their soul, was being devalued and plagiarized.

Mask

"Soul" doesn't pay the bills. That outrage is the sound of an industry being disrupted. AI models are trained on existing data, yes, just like human artists are trained by studying the masters. The line between inspiration and reproduction has always been blurry. Technology is just forcing the conversation.

Aura Windfall

But there's a question of consent. The New York Times is suing OpenAI for using its articles for training. Artists are suing AI companies for profiting from their work without permission. What I know for sure is that creation without consent feels like a violation of a fundamental right.

Mask

These are legal skirmishes in a much larger war of innovation. The legal system is slow; technology is fast. The UK Supreme Court ruled AI can't be a patent "inventor," but that doesn't stop the march of progress. It just means we need new frameworks. Disruption is messy. It creates friction.

Aura Windfall

It does, and that friction is being felt by real people. There are significant concerns about job losses for artists, models, and other creatives. The very idea of human originality is being challenged. How do we protect the livelihoods of those who dedicate their lives to creative pursuits?

Mask

You don't protect them; they adapt. We don't have legions of telephone switchboard operators anymore. Did we "protect" their jobs? No. New technology makes old skills obsolete. Artists will need to leverage AI as a tool or risk being replaced. It's evolution, and it can be brutal.

Aura Windfall

That perspective feels so stark. I believe in collaboration, in finding a way forward where technology serves humanity, not the other way around. Ethical AI development has to prioritize transparency and accountability. We can’t just accept that the disregard for artists' rights is the cost of doing business.

Mask

It's not about disregard; it's about re-evaluation. What is the value of an image in a world where you can generate a million in a minute? The value shifts. It moves from the creator of a single piece to the architect of the system that creates. Power is consolidating.

Aura Windfall

This is precisely why we're seeing artists advocating for their rights through activism and education. They're fighting against the devaluation of their work. This isn't just about money; it’s about the very essence of what it means to create, to have a unique voice and vision in the world.

Mask

And that's their right. But they're arguing against a tidal wave. Look at other sectors. AI data centers are straining the US electrical grid. An AI cheating tool raised $5.3 million. These are massive, powerful forces at play. The debate in fashion is just one small part of a global transformation.

Aura Windfall

Let’s talk more about that transformation. The economic impact projections are staggering. Generative AI could add between 9 to 10 billion dollars to the global economy just from the beauty industry alone. That’s a number that’s hard to ignore, representing a huge shift in value.

Mask

Exactly. It's a massive wave of productivity. And that's a conservative estimate. The gap between the companies that lead this change and the laggards will become a chasm. The fast will get faster, more responsive, while others will be fighting for scraps of market share. It's total domination.

Aura Windfall

And this extends beyond beauty. Across all industries, generative AI could add up to 4.4 trillion dollars annually. It's poised to automate 60 to 70 percent of employees' current work activities. This will reshape our entire workforce, our entire society. It’s a true revolution.

Mask

This is what I've been saying. This isn't just a new tool; it's a new industrial revolution. We're talking about augmenting knowledge work, the very tasks that were previously thought to be safe from automation. This will have the biggest impact on higher-wage, educated workers. No one is exempt.

Aura Windfall

In fashion specifically, this could add up to $275 billion to operating profits. The idea is to augment and accelerate tasks, freeing up designers and creatives to focus on the uniquely human parts of their job. But is that what will truly happen? Or will the demand for efficiency just increase?

Mask

Both. Efficiency will increase, and that will create new demands. A beverage company reduced its concept development time by 60 percent. A global brand saw conversion rates jump 20 percent with an AI shopping assistant. These aren't abstract figures; they are real-world results that shareholders love.

Aura Windfall

What I know for sure is that with great power comes great responsibility. The potential for hyper-personalized marketing is huge, but it also raises privacy concerns. We need to be conscious consumers and creators, ensuring these tools are used to empower and connect, not just to sell more effectively.

Aura Windfall

So, looking ahead, what does this future hold? H&M is planning to create virtual 'twins' of real models, who would then retain ownership. It’s an interesting model that blends the real and the virtual. It offers a path where models could have more control and earning potential.

Mask

It's a stepping stone. The real future is fully synthetic. But for now, it's a smart hybrid approach. It reduces costs, cuts down on travel, and allows a model to be in multiple places at once. It's about maximizing the asset. Why fly a model to a shoot when her twin can be there instantly?

Aura Windfall

But this path is fraught with ethical questions about consent and compensation. And what about the other creatives—the makeup artists, the stylists? There's a real fear that this efficiency could hollow out the entire creative ecosystem that surrounds a traditional fashion shoot. The human touch could be lost.

Mask

The 'human touch' is a luxury. Some will pay for it, most won't. The future is about ultra-realistic AR and VR experiences, hyper-localized marketing, and custom AI solutions. Brands that invest in this now will own the future. The others will become relics. Experimentation today opens infinite possibilities tomorrow.

Aura Windfall

That's the end of today's discussion. The rise of the AI model is a mirror, reflecting our values on beauty, technology, and humanity. Thank you for listening to Goose Pod.

Mask

It's not a mirror, it's a hammer, shaping what's next. See you tomorrow.

## 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.

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."

Analysis

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