Overview

• Vogue’s August issue featured a completely AI-generated Guess advertisement credited in fine print to London agency Seraphinne Vallora.
• Social media users criticized the tiny “Produced by Seraphinne Vallora on AI” note for failing to reveal that the model does not exist offline.
• Following intense scrutiny, Vogue clarified that the AI campaign was a paid advertisement rather than part of its editorial content.
• Industry advocates and experts are calling for mandatory AI labelling standards to ensure transparency in fashion marketing.
• This controversy follows earlier AI-driven efforts by brands such as Mango and Levi’s and the rise of virtual models like India’s Zara Shatavari, raising fresh concerns over authenticity.