Overview
- Reporting published on Oct. 27 reviewed confidential casting sheets and draft contracts that ask for sweeping AI rights, including face swaps, the creation of reusable digital twins, and use of images to train or fine‑tune AI systems.
- Specific clauses seen by reporters include Diesel requests to alter or swap faces, a Calvin Klein draft allowing use of images to train AI without extra pay, and L'Oreal language on using AI for retouching and adaptation.
- Retailers and production services are already rolling out AI imagery at scale: fast‑fashion players such as Mango and platforms tied to Zalando and About You have cut studio work and bookings while claiming as much as 90% savings in production costs.
- Regulation is uneven: New York's Fashion Workers Act (effective June 2025) bans creating or altering model replicas without explicit consent, while industry groups like the BFMA offer non‑binding codes that many advocates say are insufficient.
- Models and agencies warn young talent may unknowingly sign away future rights, which could shrink bookings and earnings, and the disclosures make it likely lawmakers, unions, or courts will be the next venues for fights over consent, compensation and identity control.