Overview
- The AI model was created by agency Seraphinne Vallora, which produced ten prototypes and refined two over a month with a five-person team.
- Vogue’s August issue carried a two-page Guess ad featuring the lifelike digital model, marking its first use of a fully AI-generated subject in print.
- Vogue stressed that the images occupied paid advertising space rather than editorial content to preserve its journalistic standards.
- Industry figures including Model Alliance founder Sara Ziff, model Felicity Hayward and mental health expert Vanessa Longley warned the campaign risks displacing fashion workers and reinforcing unattainable beauty ideals.
- The campaign remains live as advocacy groups press for robust AI governance, enhanced worker protections and clear standards on synthetic imagery.