A new ‘Super model’ He made his appearance in fashion. It’s impressive, elegant and completely … fake.

In the printed version of Vogue For August, a Guess ad presents a blond model with a flawless look, wearing a long striped dress and a floral Playsuit from the company’s new summer collection.

In lower case letters on the corner of the page, it is revealed that the model was created with artificial intelligence (AI). It is the first time that a fully digital person appears on Vogue pages even in advertising.

A beautiful person … that doesn’t exist:

https://www.youtube.com/watch?v=xy46DO195ZE

Behind the creation of the virtual model is the company is Seraphinne Vallora, founded by the 25 -year -old Valentina Gonzalez and Andreea Petrescu. As they explain, They accepted a proposal by Guess co -founder Paul Marciano via Instagram to create an AI campaign model.

“We showed him ten original plans, and he chose a brunette and a blond woman for further development,” says Gonzalez. Although many believe that producing images with artificial intelligence is simple, creators say it requires weeks of work and a group of five people.

Remuneration for such services can reach low six -digit prices.

Reactions in the fashion industry

The use of a non -real person, however, has caused strong reactions.

Plus-size model Felicity Hayward tells the BBC: ‘It is frustrating and scary. It looks like annulled years of efforts for more integration into the fashion field“

The 2010s had made significant changes: Valentina Sampaio was the first trans model to walk for Victoria’s Secret, while Halima Aden became the first Hijab Muslim in world campaigns. But now, as Hayward points out, the industry is taking steps back and the use of artificial intelligence intensifies this setback, especially for plus-size models.

Invisible consequences

The creators of Seraphinne Vallora defend their job, saying that their ai images are Realistic and not unrealistic. However, they admit that their models lack diversity. As they say, when they publish images of different types of bodies and skin colors, there is no response from the public.

“We have tried for greater diversity, but users do not interact. At the end of the day, we are business, “says Gonzalez.

As for plus-size models, they say that technology still does not allow realistic illustrations.

Impact on mental health and reality

But concern is not limited to the workers in the industry. Vanessa Longley, Managing Director of the Beat Charity for Eating Disorders, says: “If people are constantly exposed to unrealistic beauty patterns, this can affect their image of their body.”

Unlike traditional photo editing, starting with real people, AI models are entirely manufactured, flawless, symmetrical, and inapplicable as models.

Sinead Bovell, a former model and more businessman in the field of technology, stresses that the lack of transparency is “extremely problematic”. At a time when young girls are doing plastic surgery to look like filters, they will now try to look like non -real faces.

The future of modeling

Seraphinne Vallora claims that it does not replace people but offers an additional choice to its customers. However, on their website, they present as the advantage of “saving costs” due to the absence of natural photography, models, makeup, rental of spaces, etc.

Sara Ziff, founder of Model Alliance, says this innovation is not necessarily negative, but can hurt those who work behind the cameras if there are no protective measures.

Vogue defends her choice saying it is an advertisement and not a journalistic content. However, for many readers this is not enough as presenting a perfect, unrealistic model, even in advertising, passes messages that influence consumer culture and psychology.