AI is reshaping beauty, but can fashion keep its soul?

Fashion has always been a reflection of society’s ideals, but as artificial intelligence enters the industry, those ideals are being questioned more sharply than ever.

The August 2025 issue of Vogue in the US ignited debate with a two-page Guess advertisement featuring a model who doesn’t exist, sparking backlash from social media users for the “insane” beauty standards and how “no actual human being has body proportions naturally like this”.  Earlier this year, H&M announced plans to create digital clones of real models, prompting discussions about ethics and inclusivity. Meanwhile, the British Fashion Model Agents Association (BFMA) launched the “My face is my own” petition, urging the UK government to establish clear protections against unauthorised AI use of model likenesses.

Industry professionals say the AI debate is just the latest chapter in a decades-long conversation about beauty standards and representation in fashion. Christopher Daguimol, consultant for Philippines Fashion Week and former communications director for Zalora, notes a fundamental shift where genuine inclusivity that reflects the real world – diverse body types, ages, abilities and ethnicities – are no longer demanded, but rather expected.

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This demand for inclusivity has also become a complex operational reality.

“Body diversity, different skin tones, genders, and abilities are finally being celebrated across runways and campaigns. For brands, embracing diversity isn’t as simple as featuring a range of bodies in a campaign," explained Lynn Ong, head of marketing and public relations, YOLO Event Agency, who previously managed marketing for brand such as Asics Malaysia and Under Armour Malaysia. It affects production, sizing, design, inventory, and even pricing.

An opportunity or human replacement?

With cost at the top of mind, AI can actually bring vast potential. For smaller brands or campaigns with tight budgets, AI allows rapid iteration and exploration of new creative concepts.

However, industry professionals caution that the technology cannot replace the emotional resonance of human experience. “The real opportunity isn’t in replacing humans, it’s in rethinking creativity. The future of fashion marketing is making both AI and human work well together to tell stories that feels authentic and yet innovative,” said Ong.

She adds a cautionary note about overreliance on AI: “AI may look stunning, but it will feel sterile because it lacks the warmth and unpredictability that makes fashion human.”

Echoing the same sentiment is Iman Zulkifli, head of marketing at Bata. Iman stresses that fashion marketing is ultimately about connection. “People don’t connect to bodies because of how they look, they connect because of the stories behind them,” she said, adding that:

AI can definitely enhance creativity, but it can’t replace lived experience. The campaigns that stay with people are the ones that is a little raw, a little imperfect, just human.

Crispin Francis, country manager for Thailand at bag brand Tocco Toscano, on the other hand, feels differently. While he agrees that AI-generated models cannot act, look and capture the exact emotions desired, it’s just “a matter of time before it could replace typical models.”

This is especially since the technology is improving at an exponential rate. “I believe at this stage, some people might feel betrayed upon discovering that a campaign was AI-generated, but this could become the norm in the future,” he said.

One thing that AI can never replicate however, is the power of branding. As Francis puts it:

There are certainly many opportunities, such as completing work faster at a lower cost, but it would never replace a global superstar whose branding is immediately recognisable to the masses.

The human experience aside, Daguimol approaches AI in fashion marketing from an ethical lens. “Consumers are already skeptical of heavily retouched images, and an entirely AI-generated campaign can feel inauthentic and soulless,” he said.

In addition, marketers must ensure that the AI is not trained on biased data that perpetuates harmful stereotypes. “We must guide the AI to ensure it reflects our values, not just our bottom line,” stated Daguimol.

Toeing the line of transparency

In all, industry professionals agree that fashion marketing faces a delicate balancing act. AI can democratise creativity and reduce costs, but risks undermining authenticity and inclusivity. Consumer expectations are shifting, regulatory scrutiny is increasing, and the industry’s history shows that beauty standards are cyclical yet impactful.

What they have yet to agree on, however, is how transparent marketers must be with the use of AI. Francis believes transparency is needed when using AI to generate a famous celebrity or when an ad deals with body image issues such as fitness or hair and fat loss, it is not necessary for a “regular ad.”

For Daguimol, transparency is “absolutely critical.” “A simple label such as 'This campaign features AI-generated visuals to showcase diverse body types' can make all the difference. This kind of honest communication shows that a brand is thoughtful and responsible, not just opportunistic,” he said.

Iman agrees, adding that “transparency is not just a box to tick”.

“When brands are open about how they’re using AI, it doesn’t take away authenticity. It actually builds trust. It shows confidence in your craft and respect for your audience,” she explained.

“People don’t expect brands to be perfect anymore; they just want honesty. Whether it’s body image, digital editing, or AI use, being open about how you create builds real credibility.”

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