A Guess advertisement in the August issue of Vogue sparked a storm of controversy after it was revealed that the picture-perfect blonde model was not real, but entirely generated by artificial intelligence, opening a sharp debate on the future of the fashion industry and beauty standards.
Article contents:
- Introduction: When algorithms infiltrate fashion pages
- Who is Seraphinne Vallora? The company behind the virtual model
- Why does a major brand like Guess turn to artificial intelligence?
- The backlash: “Disturbing and scary”
- Does AI reinforce unrealistic beauty standards?
- The future: AI twins for real models
- Conclusion: The tip of the iceberg
Introduction: When algorithms infiltrate fashion pages
In the August issue of Vogue, an advertisement for the Guess brand featured a blonde model with a flawless figure. However, a glance at the fine print revealed something surprising: “Produced by Seraphinne Vallora on AI.” The revelation that AI-generated models were inside the pages of Vogue quickly went viral, drawing largely negative reactions.
Although Vogue clarified that using the AI model was not its editorial choice, it sparked controversy and raised concerns about its impact on real human models, as well as its effect on consumers, especially young people who already deal with the pressure of unrealistic beauty standards.
Who is Seraphinne Vallora? The company behind the virtual model
Seraphinne Vallora is the company that created the AI model used in the Guess ad. Its founders, Valentina Gonzalez and Andrea Petrescu, said they started making AI models because they were trying to launch a jewelry brand and could not afford real models. Their work quickly went viral, catching the attention of Paul Marciano, co-founder of Guess, who reached out to them via Instagram.
Why does a major brand like Guess turn to artificial intelligence?
One might wonder why a brand like Guess, which seemingly has a large budget, would choose AI. Gonzalez recalls: “When we hired Paul, he told us very clearly, ‘I’m not looking to replace our models.’ He wants to complement, because they have a lot of product campaigns that can take a very long time to plan, so he can only do a few campaigns each year. Meanwhile, with AI, it can be faster. You don’t need to arrange any travel, you don’t need permits.”
The backlash: “Disturbing and scary”
Felicity Hayward, a plus-size model with over ten years of experience in the fashion industry, described Vogue’s decision to include the ad as “extremely disappointing and quite scary.” Sara Ziff, a former model and founder of the Model Alliance, said: “AI can positively impact the industry, but there must be meaningful protections for workers.”
One user wrote on the X platform: “Wow! As if beauty expectations weren’t unrealistic enough, here comes AI to make them impossible. Even models can’t compete.”
Does AI reinforce unrealistic beauty standards?
When asked if the founders of Seraphinne Vallora worry that using AI models will reinforce unrealistic beauty standards, Valentina replied: “We are not creating a new standard. The standard has always existed.” Andrea emphasized: “We are very much aligned with the same standard set in the rest of the magazine. If you look at a magazine, I’m going to be bombarded by 10 different fashion models. Because one of them is AI, that doesn’t change anything.”
The future: AI twins for real models
Another service offered by Seraphinne Vallora is AI twins for real models. As Valentina described: “For example, if you’re a model, you might want to have a twin so you can do two jobs at the same time. We can get an AI avatar that matches you precisely. We’re talking about details, pores, facial hair, everything, we get it with exact accuracy.”
Conclusion: The tip of the iceberg
The founders of Seraphinne Vallora insist that their use of AI is a form of art. But the debate surrounding the Guess ad shows that we are at the beginning of a complex discussion about what it means to be “real” in the age of artificial intelligence. As technology improves, it will become increasingly difficult to distinguish between real and generated images, raising profound questions about authenticity, beauty, and the future of creative professions.
Frequently asked questions
Will artificial intelligence replace human fashion models?
It is unlikely to completely replace them, but it may reduce the demand for certain types of models, especially in commercial and e-commerce campaigns. High fashion shows and editorial spreads may continue to favor human models.
Are there laws requiring disclosure of AI use in advertising?
Currently, there are no clear, uniform laws in most countries. This is one of the main areas where activists and regulators are calling for stricter rules to ensure transparency with consumers.
How are these models created?
They are created using generative AI models (such as Stable Diffusion or Midjourney) trained on vast amounts of images. Creators can then use text prompts and “special techniques” to define the model’s features, from body type and eye color to hairstyle.
