Fashion Brands Adopt AI-Generated Models for Advertising While Others Reject the Technology

Fashion brands are increasingly incorporating generative artificial intelligence tools to produce advertising content for social media. These tools enable the creation of images featuring models, settings, and products without traditional photoshoots.

For instance, New York-based men's wear company Teddy Stratford used AI to generate an image of a model wearing its brushed twill shirt, which highlights the patented 'zip fit' technology, along with a boat and urban backdrop.

Teddy Stratford's founder, Bryan Davis, stated that AI allows the small business to create professional-grade images that would otherwise cost tens of thousands of dollars. Davis noted that the company does not need to hire models or photographers, and the resulting images align with the brand's aesthetic.

He added that AI facilitates marketing to a wider customer base by generating diverse representations without logistical challenges like coordinating shoots or obtaining permits.

Davis explained that for a small brand like Teddy Stratford, which lacks the budget of larger companies such as Calvin Klein, AI provides a cost-effective way to showcase products. He mentioned using tools like OpenAI's ChatGPT and Google's Gemini for this purpose. The images produced are designed to appear realistic and not obviously AI-generated.

contrast, some brands have committed to avoiding AI-generated content in their marketing.

Aerie, an intimate apparel brand owned by American Eagle Outfitters, launched an ad campaign in the previous month featuring actress Pamela Anderson. The campaign depicts Anderson creating AI prompts for lifelike models, but Aerie pledges never to use AI-generated people or bodies in its ads. Aerie's website outlines its policy: In 2014, the brand stopped retouching people and bodies.

In 2025, it recommitted to not using AI to generate or alter bodies in images. The brand states that transparency is a core promise, with no retouching or AI involved. Diaper company Coterie also pledged not to generate content using AI.

In an Instagram post, Coterie wrote that AI cannot perform tasks like changing a diaper and that parenting requires real content. This stance aligns with broader concerns about distinguishing authentic images from AI-generated ones.

Perspectives on AI Advertising has historically involved techniques such as airbrushing, retouching, and color-grading to stylize images.

Professional headshot photographer Chris Gillett expressed skepticism about AI-generated people fostering the same consumer connection as real images. He noted that knowledge of an image's artificial nature might reduce empathy, though some AI ads appear realistic while others seem off.

Gillett suggested that amid widespread AI use, consumers may prefer brands emphasizing authenticity by rejecting the technology.

The adoption of AI in fashion advertising raises questions about its integration into industry practices. As tools evolve, brands must balance cost savings with maintaining consumer trust.