A new model takes the fashion runway, and it’s not anyone you’ve seen before. In a recent GUESS ad for Vogue, AI models have made their fashion debut. The two AI models, one blonde and one brunette, Vivienne and Anastassia, star in the GUESS ad. Created by the Digital Model and Marketing Agency, Seraphinne Vallora, this new AI-generated fashion campaign is the first of its kind. Rising AI use in Vogue and the working world has brought concerns regarding environmental safety, the future of the human workforce, and its impact on growing youth. AI data centers were reported to have caused Southern Memphis to lack clean water, even affected the air quality. With these impacts in mind, long-time subscribers of Vogue and fashion lovers alike are sharing mixed feelings regarding the first AI models, many leaning more negative.
Who Is Seraphinne Vallora?
The Digital Model and Marketing Agency, Seraphinne Vallora, was founded by London-based architects Valentina Gonzalez and Andreea Petrescu. Per their official Instagram bio, Gonzalez and Petrescu “Design editorial level AI-driven marketing campaigns and cinematic videos.” Their mission? In one of their posts, the agency stated, “We want to harness the incredible power of AI to revolutionize marketing images.” And revolutionizing, they are. Gonzalez and Petrescu have begun a new wave of ideas in the fashion sector, ultimately causing an entire pool of reactions.
How the Guess Ad Began
Following Anna Wintour stepping down as Editor-in-Chief of American Vogue, the fashion magazine has continued to remain an iconic print for its readers. This AI fashion campaign, however, has shocked lots of avid readers. The Guess ad that sparked much controversy began after Paul Marciano, co-founder of Guess, reached out to the Seraphinne Vallora founders on Instagram per BBC news. In their statement, founders Gonzalez and Petrescu were asked to create an AI model for the campaign. Seraphinne Vallora ended up creating “10 draft models for him and he selected one brunette woman and one blonde that we went ahead and developed further,” Gonzalez told BBC.
AI and the Future of Fashion
Mixed Opinions
With the rise of AI in fashion, many social media users have expressed their concerns for the future of fashion-design and modelling. Many users are concerned about the impact AI-models will have on the younger generation’s beauty ideals. Others feel that AI will strip away originality and reduce the human workforce in fashion (photographers, models, designers, etc.) On a different note, a handful of social media users have been considering this new technology a positive tool for creative roles.
What Seraphinne Vallora Had To Say
In response to the social media uproar, Seraphinne Vallora joined the conversation on Instagram. The Digital Model and Marketing Agency addressed some of the burning questions on everyone’s minds in their post:
“AI in Vogue? You’re looking at history. This is the first time an Al-generated fashion campaign appears in @voguemagazine the biggest fashion magazine. And we’re the ones behind it.
We knew this would spark conversation, because we’re disrupting an industry that’s always done things one way. But this isn’t about replacing traditional photo shoots. It’s about supplementing them. It’s about giving brands a new option.
It’s about expanding the definition of who gets to create. We’re here to open the space, for digital artists, graphic designers, architects, coders, photographers, and visionaries who’ve never had access to this kind of visibility. And to encourage creatives to learn and embrace this new technology. We’re both architects. We know what it means to build something.
We built this, with creatives and designers and coders this wasn’t easy, and took planning and rounds of creative direction, just like a traditional photoshoot there were stages to achieving this.
This is a cultural shift. And eventually the industry will learn to embrace this change! We know we are the first ones, and we are ready to show you why this is art, just created in a different medium.”
Undoubtedly, Seraphinne Vallora’s AI Guess ad has captured the attention of the world. This leaves fashion-lovers curious about the newly-evolving industry. Will the future of fashion be AI? Are our next supermodels going to be just like Vivienne and Anastassia? Time will have to tell.
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