With her flawless skin and jaw-dropping figure, you might consider the beauty of this model too good to be true. And you’d be right because she is a fake.
Because the brunette, above and the blonde, below, were generated by artificial intelligence for a fashion label placing ads in Vogue.
It is the first time an AI model has featured in the style bible. But critics say the dystopian move will pile even more pressure on women to conform to unrealistic standards.
In August’s US print edition, an advertisement spread for Guess features a beautiful blonde woman – created by AI – sporting both a floral playsuit and a striped maxi dress.
Although the ad was not selected by Vogue’s editorial staff, there are fears that the use of AI could lead to the replacement of real models.
This is partly because there is no legal requirement to clearly state that an image was generated by AI.
In the small print, however, the magazine did discreetly point out that the image was not real.
But Sinead Bovell, a former model who has previously written for Vogue on the dangers of AI, described the magazine’s decision as ‘exceptionally problematic’.
Now a technology entrepreneur, she said: ‘Beauty standards are already being influenced by AI.
‘There are young girls getting plastic surgery to look like a face in a filter – and now we see people who are entirely artificial,’ she told the BBC.
And Felicity Hayward, a plus-size model, agreed it was a threat for anyone working in the fashion industry to see people replaced by AI.
She said: ‘Either Guess is doing this to create a talking point and get free publicity, or they want to cut costs and don’t think about the implications of that.’
Ms Hayward added the inclusion of the advert was ‘very disheartening and quite scary’ for those advocating for more diversity in fashion.
Vanessa Longley, chief executive of eating disorder charity Beat, agreed the ad was ‘worrying’.
‘If people are exposed to images of unrealistic bodies, it can affect their thoughts about their own body, and poor body image increases the risk of developing an eating disorder,’ Ms Longley said.
Guess had asked an AI design firm called Seraphinne Vallora – created by Valentina Gonzalez and Andreea Petrescu – to conjure up ten draft models. The brand then developed the blonde creation which appeared in the ad – and a brunette wearing a plunging white summer dress.
Now the London-based designers have defended their creation – arguing that their work is not ‘unattainable’.
Ms Petrescu and her colleague said: ‘We don’t create unattainable looks – actually the AI model for Guess looks quite realistic. All adverts are created to look perfect and usually have supermodels in, so what we are doing is no different.
‘We’ve posted AI images of women with different skin tones, but people do not respond to them – we don’t get any traction or likes. At the end of the day, we are a business and use images on Instagram that will create a conversation and bring us clients.’
Ms Petrescu and Ms Gonzalez describe their firm as an agency that delivers marketing campaigns using AI. Their work has appeared in Harper’s Bazaar and Elle and is also used on social media.
Vogue and Guess were approached for comment.