Digital Twins in Fashion: Ethical Concerns
Fashion Technology
Jul 15, 2025
Digital twins in fashion offer creative opportunities but raise ethical concerns about consent, ownership, and compensation for models.
Digital twins are reshaping fashion, but they come with ethical challenges. These AI-generated replicas of real models streamline production, reduce costs, and expand creative possibilities. However, issues like consent, ownership, fair compensation, transparency, and bias are raising serious concerns.
Key takeaways:
Consent and Ownership: Models must explicitly agree to how their digital likeness is used. Ownership rights often default to creators or brands, but some, like H&M, allow models to retain control.
Fair Compensation: Long-term use of digital twins demands ongoing payment models, unlike traditional one-time fees.
Transparency: Brands must disclose AI usage to maintain consumer trust, especially as hidden use can lead to backlash.
Bias and Diversity: AI tools risk reinforcing stereotypes unless trained on diverse datasets.
Job Impacts: While digital twins reduce costs, they risk displacing roles like photographers and stylists, though new tech-focused jobs are emerging.
The fashion industry must balance innovation with ethical practices, ensuring rights, fairness, and trust are prioritized as digital twins become more prevalent.
We Need to Talk About AI Ethics with H&M
Consent, Ownership, and Payment Issues
The growing use of digital twins in the fashion industry brings a host of legal and ethical questions. At the forefront are concerns about consent, ownership, and fair compensation for models whose likenesses fuel this technology.
Why Consent Matters for Digital Twins
Unlike traditional photoshoots, where a model’s image is used for a specific purpose and timeframe, digital twins can be utilized across countless campaigns and platforms indefinitely. This longevity makes explicit consent absolutely critical.
The New York Fashion Workers Act, which went into effect on June 19, 2025, sets a new precedent for the industry. It requires clear, written agreements that outline the scope, purpose, pay rate, and duration of digital twin usage.
The Act defines a digital replica as "a significant, computer-generated or artificial intelligence-enhanced representation of a model's likeness, including but not limited to, their face, body, or voice, which substantially replicates or replaces the model's appearance or performance". This excludes minor edits like color adjustments or basic retouching.
Under the new law, model agencies must secure "clear and conspicuous written consent" before creating or using a model’s digital twin. These agreements must specify key details like ownership, usage rights, payment, and liability. This marks a major step toward safeguarding model autonomy in a tech-driven landscape.
Naturally, the issue of consent ties directly into questions of ownership.
Who Owns Digital Likeness Rights?
Ownership of digital twins is a surprisingly tricky topic. In many cases, the rights default to the software license holder - often the 3D designer or agency - rather than the model or the original creator.
"The original designer risks losing the right to recreate their own design if they do not retain the IP when translating into 3D. In the rush to get there with digital fashion, there is a risk that the original designer could lose out." - Alison Cole, Senior Trade Mark Attorney at UDL Intellectual Property
H&M has taken a different stance with its digital twin program. The company is developing digital twins for 30 models, but the models themselves retain ownership of their digital replicas. This setup allows the models to license their digital twins to other brands beyond H&M. Louise Lundquist, Business Development Manager at H&M, describes the payment structure:
"It's the digital twin being compensated for the usage rights of the digital twin."
Ownership terms can also be adjusted through contracts or licensing agreements. For example, brands may negotiate to acquire digital design rights from the 3D designer or establish licenses with specific usage terms and time limits. However, these details must be clearly defined from the outset to prevent disputes.
Once ownership is addressed, the next challenge is ensuring fair and ongoing compensation.
Fair Payment for Digital Twin Usage
With consent and ownership clarified, the focus shifts to fair payment models. Traditional contracts often involve one-time payments, but digital twins can generate revenue over an extended period. This creates new complexities.
"There are a lot of open questions, and one of them is about compensation. What does fair compensation for a digital twin look like?" - Sara Ziff, founder of Model Alliance
Models should ideally be paid each time their digital twin is used, but designing fair and sustainable payment structures is no small task. The digital twin market was valued at $15.6 billion in 2023, with an annual growth rate nearing 38%, highlighting the immense financial stakes.
However, concerns extend beyond compensation for models. Philippa Childs, head of Bectu, raises a broader issue:
"Even if models are compensated for the use of their image, it is hard to see how using technology will not have a significant detriment to other fashion creatives and industry workers, from make-up and hair, to rigging and lights."
The industry is starting to introduce safeguards, such as the Model Alliance’s Fashion Workers’ Act, which mandates explicit consent for AI usage. But creating comprehensive frameworks for long-term compensation remains an ongoing challenge.
To navigate these complexities, brands need clear contracts and strong intellectual property strategies. Agreements must address risks specific to AI, such as data breaches, IP violations, and algorithmic bias. Regular compliance checks can help ensure that practices meet emerging ethical standards and keep pace with evolving regulations.
Transparency and Consumer Trust
The rise of digital twins has introduced a fascinating yet complex challenge for brands: how to stay genuine in a world where the line between reality and simulation gets increasingly blurry. The solution? Transparency. But striking the right balance between embracing innovation and maintaining honesty isn’t always easy.
How Hidden Digital Twins Mislead Consumers
When brands use digital twins without disclosure, it risks undermining the authenticity that consumers value. Passing off AI-generated content as genuine can feel like a betrayal, especially when audiences later discover the truth. This is particularly concerning in industries like fashion marketing, where the global influencer market - valued at over $24 billion in 2024 - is expected to grow to more than $32 billion by 2025.
When consumers realize that what they believed to be authentic was actually AI-generated, the backlash can be swift and severe. Trust is fragile, and once broken, it’s hard to repair. Brands that fail to explain the purpose behind using digital twins or neglect to show clear benefits risk alienating their audience and damaging their reputation.
Transparency isn't just about doing the right thing - it’s about ensuring long-term trust and loyalty in an era where authenticity is more important than ever.
Why Brands Must Disclose Digital Twin Use
To maintain consumer trust, brands need to be upfront about their use of digital twins. As discussed earlier in relation to consent and ownership, transparency is key to ensuring ethical and responsible use of this technology. In fact, being open about digital twin usage has become essential for protecting brand credibility in today’s AI-driven world.
But disclosure isn’t just about throwing in a quick disclaimer. It’s about being clear and intentional. Brands should explain why they’re using digital twins, how these tools benefit consumers, and what measures are in place to protect both model rights and audience interests. This level of openness helps set realistic expectations, builds trust, and reinforces a brand’s commitment to ethical practices.
When done right, transparency doesn’t just safeguard brand reputation - it also paves the way for stronger, more meaningful connections with consumers. Brands that prioritize honesty and clarity today will be better equipped to navigate the evolving digital landscape and foster lasting relationships in the future.
Diversity, Inclusion, and AI Bias
Digital twins are not just reshaping transparency and trust in fashion - they're also making waves in diversity and inclusion. These AI-powered tools have the potential to challenge long-standing beauty norms by showcasing a richer variety of body types, skin tones, and identities. However, this promise comes with ethical challenges that cannot be ignored.
How Digital Twins Can Improve Representation
Traditional fashion shoots often face limitations in representing diversity due to logistical constraints and ingrained industry practices. Digital twins, on the other hand, offer a flexible way to highlight a broader spectrum of appearances and identities. For instance, in 2023, Levi Strauss partnered with Lalaland.ai to use AI technology for featuring models with more varied body types. Importantly, the company committed to keeping live photo shoots and diverse human models in their campaigns, framing this innovation as a complement rather than a replacement.
The benefits of digital twins go beyond just physical traits. They can portray different ages, abilities, and cultural identities, breaking down barriers that traditional casting often struggles to overcome. This makes inclusive representation more accessible, even for smaller brands. Companies like BetterStudio are already offering AI-powered fashion photography services, allowing brands to create diverse and professional content tailored to their needs.
But while the technology opens doors to inclusivity, it also carries the risk of reinforcing existing biases.
The Problem of AI Bias
As with any AI application, addressing bias is critical to ensure ethical use of digital twins. These systems learn from the data they're trained on, and if that data reflects societal prejudices - whether related to race, gender, or body size - the AI can perpetuate and even amplify those biases. For example, image recognition algorithms trained predominantly on images of thin, white models may struggle to interpret clothing on individuals with different body types or skin tones. Similarly, some algorithms have been found to rate images of women as more "racy" than comparable images of men, further reinforcing harmful stereotypes.
Critics have also questioned whether brands genuinely aim to promote diversity or if generative AI is simply a cost-cutting measure disguised as progress. In response to such concerns, platforms like Pinterest have developed algorithms that prioritize diverse body shapes and sizes, ensuring their content better represents a wide range of audiences.
Claire Farwell, an Ethical AI Trainer, offers practical advice for tackling bias in AI-driven fashion tools:
"Think of avoiding bias in AI fashion recommendations like mixing a salad with your favorite ingredients. Be proactive: choose a variety of sources for style inspiration and regularly update your preferences to reflect your current tastes. Question and tweak the recommendations you get - like picking out the best pieces from a mixed bag. Also, share precise feedback, like telling a chef exactly how you like your dish. This way, you tailor the AI to serve you better, ensuring your fashion menu is always fresh and aligned with your unique style."
To address these challenges, brands must take proactive steps. This includes using diverse training datasets, designing fairness-aware algorithms, and conducting regular audits to identify and correct biases. Transparency in AI processes is key to maintaining consumer trust, and incorporating user feedback can help ensure the technology aligns with real-world needs. Collaborating with diverse communities is another important step toward authentic representation.
As digital twins become a staple in fashion marketing, the industry's approach to tackling bias will shape how consumers see themselves reflected in the media. Achieving true inclusivity will require ongoing effort, ethical decision-making, and a collective commitment to using this technology responsibly.
Job Displacement and Societal Impact
Digital twins are opening up new possibilities for fashion brands, but they also bring up questions about their effects on the industry's workforce. While they can improve efficiency and reduce costs, these advancements risk replacing traditional creative roles.
How Digital Twins Affect Fashion Industry Jobs
The adoption of digital twins in fashion photography is sparking debates about job displacement across the creative sector. Roles like models, photographers, makeup artists, and hairstylists are at risk as brands increasingly lean on AI-generated alternatives. For example, in 2022, around 22,000 fashion designers were employed in the United States - a group that could also feel the ripple effects of this shift.
From a business perspective, the financial appeal is undeniable. Companies using digital twins can cut costs by 15% and boost efficiency by about 10%. By eliminating the need for physical photoshoots, travel, location fees, and large production teams, brands can save significantly - especially those producing content at scale.
However, many industry leaders stress that digital twins should complement, not replace, human creativity. H&M’s Chief Creative Officer, Jörgen Andersson, remarked:
"We see this technology as something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way."
While digital twins can streamline workflows, they lack the emotional intelligence, intuition, and unique creative touch that human professionals bring to the table.
Interestingly, as traditional roles in fashion photography face challenges, new opportunities are arising in areas like digital twin management, AI training, and hybrid creative processes. Brands are increasingly looking for professionals who can bridge the gap between technology and artistry, highlighting the importance of learning new skills and adapting to change.
Ashley Crowder, CEO of Vntana, noted how this technology is reshaping consumer behavior:
"3D renderings of garments give consumers a much better understanding of the product, so they are more likely to purchase online and reduce the rate of returns. We have seen that 3D renderings almost double the conversation rate compared to 2D images."
This shift toward digital-first experiences suggests that those who can master both traditional and digital skills may find themselves in a stronger position professionally. While digital twins bring efficiency and innovation, they also introduce challenges that extend beyond job displacement.
Risks of Digital Twin Misuse
Beyond workforce concerns, digital twins raise ethical and security issues. Their ability to create highly realistic digital representations opens the door to potential misuse, such as unauthorized use of someone’s likeness or exploitation. Additionally, these systems rely on large amounts of data, making them vulnerable to cyberattacks. If compromised, they could facilitate identity theft or generate misleading content that damages reputations and spreads misinformation.
Cybersecurity risks don’t stop there. Digital twins can also be targeted in denial-of-service attacks, disrupting business operations. Meanwhile, compliance with complex data privacy regulations like GDPR adds another layer of difficulty for companies. Security experts stress that protecting digital twin systems requires collaboration across all levels of an organization, from senior leadership to operational teams and external partners.
As brands rapidly adopt digital twins, they face a critical test in managing these societal and ethical challenges. How they address these risks today will shape not only the future of digital twins in fashion but also their expansion into other industries. Designer Olivier Rousteing captured the potential of this technology, stating:
"Digital twins are the future of fashion. Brands that embrace this technology will lead the way in innovation, sustainability, and customer satisfaction."
The key challenge lies in balancing the benefits of digital twins with the need for strong safeguards to mitigate risks.
Solutions: Ethical Guidelines for Digital Twins
The fashion industry is at a pivotal moment where cutting-edge technology intersects with the need for ethical responsibility. As digital twins gain traction, brands must establish clear guidelines to address ethical concerns while leveraging the potential of this innovation. The key lies in implementing digital twins thoughtfully, with strong safeguards in place.
Creating Ethical Standards for Digital Twin Use
To ensure ethical use of digital twins, brands must create clear standards that prioritize consent, fair compensation, and transparency. This begins with explicit agreements that go beyond the usual terms found in traditional modeling contracts.
Sara Ziff, executive director of the Model Alliance, highlights the importance of separate consent agreements:
"Significantly, model management companies will have to obtain consent separate from the representation agreement. It can't be buried in a larger representation agreement."
Unlike a typical photo shoot, digital twin content can be reused for extended periods, making it essential to clearly define the scope of use. Compensation should reflect these factors, mirroring traditional arrangements for photo shoots. Louise Lundquist, a business developer at H&M, explains:
"This would be exactly the same. It's the digital twin being compensated for the usage rights of the digital twin."
Transparency is another cornerstone of ethical standards. Brands must disclose when digital models are used in campaigns and incorporate watermarking for AI-generated images. For example, Mango faced criticism on social media for its July 2024 campaign featuring AI-generated avatars, which many consumers viewed as misleading.
Legal frameworks like the Fashion Workers' Act and the EU AI Act are beginning to address these issues, setting requirements to safeguard models' rights and ensure ethical practices.
How BetterStudio Addresses Ethical Concerns
BetterStudio has embedded ethics into its platform to help brands use digital twins responsibly. The platform tackles the challenges of consent and compensation head-on, offering both AI-generated models and a marketplace of real models and influencers. This dual approach enables brands to scale content production while respecting individual rights and ensuring fair pay.
For real models, BetterStudio ensures proper agreements are in place when they are featured through the marketplace. This guarantees that their rights are respected and that they receive fair compensation for their work.
Transparency is a priority throughout BetterStudio's operations. The platform clearly distinguishes between AI-generated models and digital twins of real individuals, empowering brands to communicate openly with their audiences. Additionally, BetterStudio offers scalable solutions, from a free Basic plan to enterprise-level API integration, allowing brands to adopt digital twin technology at their own pace. Features like dedicated account management for Pro users and strict quality controls ensure that content remains authentic and accurately represents product details.
These measures not only build trust but also set the stage for broader collaboration within the industry.
Building Industry Collaboration
Ethical use of digital twins requires more than individual efforts - it demands industry-wide cooperation. Collaboration among brands, agencies, and other stakeholders is essential to develop standardized guidelines that protect everyone involved.
Engaging marginalized communities is especially important, as they are often disproportionately affected by biases in AI. Inclusive representation should be a priority, ensuring that digital twin technology reflects a diverse range of identities. Additionally, ongoing education on best practices, legal standards, and cultural awareness will help industry professionals stay informed as the technology evolves.
The road ahead requires flexible frameworks that adapt to new technological developments while staying rooted in the principles of consent, fairness, and transparency. Industry collaboration should also address the broader societal effects of digital twins, such as potential job displacement in creative fields. Supporting workforce transitions and offering skill development programs will be crucial in navigating these challenges. Together, these efforts can guide the ethical integration of digital twins into the fashion industry.
Conclusion: Moving Forward with Digital Twins Ethically
The fashion industry stands at a crossroads, where technological advancements must align with ethical responsibilities. Digital twins are reshaping creativity and efficiency, but their adoption demands a commitment to protecting individual rights. As Jul Parke, a PhD student in Media, Technology & Culture at the University of Toronto, aptly puts it:
"As digital twins technology continues to evolve, we must develop regulatory frameworks to ensure fair compensation for workers in creative industries."
Transparency is key to using digital twins ethically. Brands can no longer afford to obscure their use of AI. Open communication with consumers about when and how digital models are employed is essential. Recent backlash against deceptive campaigns highlights the importance of authenticity in a world increasingly dominated by digital tools. This openness must go hand in hand with ensuring fair compensation and obtaining proper consent.
H&M's 2024 initiative, where models retain the rights to their AI-generated images, sets a promising example. This approach emphasizes the importance of fair agreements that respect the rights of individuals. However, ethical implementation extends beyond transparency and compensation. It calls for collaboration across the industry to address critical issues like data privacy, algorithmic bias, and equitable access. How these challenges are handled will determine whether digital twins become a force for inclusion or a source of exploitation.
At its core, ethical progress in technology should serve humanity. The fashion industry has a unique opportunity to lead the way in establishing responsible AI practices, creating a blueprint that other sectors can follow. Success will not simply be measured by creative achievements or cost savings but by how well the industry safeguards and uplifts the people behind its creations. This commitment to protecting individual rights is essential in an era of rapid innovation.
The future of digital twins in fashion hinges on ethical leadership. By balancing innovation with respect for rights and trust, the industry can ensure that digital twins become tools for positive change. These ethical priorities will define the path forward, reinforcing the industry's dedication to responsible progress.
FAQs
How do digital twins in fashion affect model rights and fair compensation?
The rise of digital twins in the fashion industry brings up serious questions about model rights and fair pay. Typically, models are compensated for the creation and use of their digital counterparts, often through licensing deals that include ongoing payments. However, problems emerge when these digital replicas are used in multiple campaigns or on various platforms without additional approval or compensation.
The ethical concerns revolve around ownership, transparency, and employment rights. There’s a real possibility that digital twins could lessen the demand for human models, affecting their job opportunities and bargaining power. While some payment structures are in place, many argue they are insufficient or unfair. This growing debate underscores the urgent need for clearer guidelines and ethical standards within the fashion industry.
How can fashion brands ensure transparency and build trust when using digital twins of real models?
Fashion brands can build trust with their customers by being open about how they create and use digital twins. Sharing clear information about the ethical standards they follow and their data privacy policies helps reassure consumers that these technologies are being used responsibly.
To take transparency a step further, brands can use tools like blockchain. Blockchain offers a secure, unchangeable way to track the creation and use of digital twins, ensuring every step is traceable and accountable. By focusing on ethical practices and honest communication, brands show their dedication to responsible technology use and keep consumer confidence intact.
How can the fashion industry ensure digital twins promote diversity and inclusion while addressing AI biases?
The fashion industry has an opportunity to champion diversity and inclusion through the use of ethical AI practices in creating digital twins. A key part of this involves using datasets that are truly representative - covering a broad spectrum of ethnicities, body shapes, and backgrounds. This ensures AI models reflect the rich variety of human experiences.
Another essential step is assembling inclusive development teams and utilizing bias detection tools. These measures can help pinpoint and reduce biases within AI systems. By implementing such practices, fashion brands can design digital twins that genuinely mirror diverse communities, bringing inclusivity to their campaigns and marketing strategies.