AI in Fashion: Caution & Creative Potential

Everyone’s talking about AI these days - and yes, even the fashion world is flirting with it. Whether it’s fast-fashion giants or indie creatives, AI is entering our visual realm in powerful ways. But like all tools, it comes with both promise and pitfalls.

Take H&M, for example. They recently released a campaign featuring AI-generated “digital twins” of real models - alongside urban backdrops that look like postcards. H&M’s messaging is thoughtful: the digital twins are co-created with real models, who retain ownership and transparency is their priority. Still, this move has stirred conversations about authenticity, creative job security, and whether such visuals risk eroding emotional connection.

Credits: H&M, Model Mathilda Gvarliani and her digital twin

Then there’s the story of J.Crew, whose collaboration with Vans appeared real - until eagle-eyed viewers noticed odd details: weird shadows, odd anatomy, and a bike that looked… off. The campaign turned out to be AI-generated, and while J.Crew credited the digital artist behind it, many questioned the decision to use AI over revealing the deeper beauty of human imperfections.

Credits: The Cut, Vans & J.Crew campaign

These examples show both sides of the coin:

The Downside:
AI can feel generic, emotionless, or even misleading if it’s not guided by a genuine creative vision. It risks replacing authentic human expression with polished but hollow perfection - and may sideline the talented people behind real storytelling (models, photographers, stylists, craftspeople).

Credits: AI generated campaign by Lucine Ayanian

The Upside:
When used with intention, AI can be a creative amplifier. It helps visualize ideas fast, explore styles that might be hard to shoot, or reimagine heritage motifs in new ways. That’s where HAY-HAY sees opportunity - not as a replacement, but as a collaborative sketching tool.

Credits: MONNIER Paris x Republiqe

Use AI to push your imagination, not to shortcut story or craft. Let it prompt you, explore ideas, and tease sensations, then re-ground everything in your own creative language. Because tools are only as meaningful as the vision behind them.