Overview

• Guess’s August issue advertisement in Vogue America marked the first time a high-profile fashion brand featured a fully AI-generated model.
• The model was crafted by agency Seraphinne Vallora, with a tiny "Produced by Seraphinne Vallora on AI" caption concealed in the magazine fold.
• Vogue America said the inclusion was not an editorial decision, and Guess has not responded to media inquiries.
• Critics argue the AI model replicates and intensifies narrow standards of youth, slimness, and symmetry that harm body positivity efforts.
• Industry groups including the Model Alliance warn that AI-driven campaigns threaten jobs across modeling, photography, styling, and production and demand clearer disclosure rules.