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yesterday

Vogue’s AI-Generated Guess Ad Draws Calls for Stricter Transparency Guidelines

Industry leaders are weighing new labeling standards to make artificial models unmistakable to consumers.

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Real or AI trickery? Don't be fooled…Answer: AI. This model was created for a GUESS ad campaign that was featured in Vogue's August 2025 issue by Seraphinne Vallora, an AI-driven marketing agency based out of London.
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Face-card does not decline but is it real? Answer: Real. These models were featured in the Guess Europe Mailer Spring/Summer 2021 Accessories Campaign.

Overview

  • Vogue featured an AI-generated Guess ad by Seraphinne Vallora in its August issue, triggering widespread social media backlash.
  • The ad carried a discreet disclaimer reading “Produced by Seraphinne Vallora on AI,” which many readers overlooked.
  • Following scrutiny, Vogue clarified that the image was part of a paid advertisement rather than editorial content.
  • Critics argue that reliance on AI models departs from Vogue’s legacy of human artistry and risks eroding cultural authenticity.
  • Industry stakeholders have begun deliberations on uniform disclosure practices and potential regulations for AI-generated fashion content.