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Vogue Unveils AI‑Generated Model in August 2025 Print Edition

For the first time, the legendary fashion publication Vogue published a page featuring a hyper‑realistic model created entirely by artificial intelligence. The August 2025 print issue generated immediate outrage among readers, campaigners, and industry professionals.

Guess Advert Sparks Controversy

The controversial double‑page Guess advertisement, produced by the AI agency Seraphinne Vallora, showcased a stunning lineup of women modeling the brand’s latest summer collection. Only a faint print label revealed that the models were not real.

Reader Reaction on X

“This is the direction AI should not be going in… wow,” wrote one shocked reader on X.

Industry Backlash and Future Implications

Reacting to the unexpected debut, the fashion community and advocacy groups are questioning whether AI‑generated imagery can coexist with the authenticity and standards that the industry values.

AI in fashion

AI‑Designed Fashion Models Spark Debate Over Representation

Seraphinne Vallora – the creative agency behind Guess’s high‑profile campaign – says the project was initiated by Paul Marciano via an Instagram message. González and Petrescu reveal they drafted ten AI models, ultimately selecting a brunette and a blonde for refinement.

Costs Versus Convenience

Seraphinne’s website states the AI approach “eliminates the need for expensive set‑ups, MUA artists, venue rentals, photographers, travel expenses, hiring models.”
Prices can reach “low six figures” per campaign, González notes.

Criticism From Plus‑Size Models

Activist Felicity Hayward dismisses the campaign as “lazy and cheap,” warning that brands prioritise headlines over authentic talent. Hayward claims the initiative could “disproportionately affect plus‑size models.”

Broader Questions About AI and Diversity

Observers argue that digitally perfected AI models risk undoing progress in fashion inclusivity. A 2024 Dove campaign highlighted AI bias: when asked to create “the most beautiful woman,” the system produced thin, young, white, blonde figures—mirroring Guess’s AI character.

Agency Claims Lack of Plus‑Size Development

Seraphinne admits its Instagram feed lacks diverse representation; the agency claims it “has not developed plus‑size models” because the technology is “not advanced enough for that.”

Mental health and misleading beauty

Sinead Bovell Urges Transparency in AI‑Generated Fashion

Former model and tech entrepreneur Sinead Bovell cautioned that failing to label AI content is “exceptionally problematic.” She highlighted that girls are now undergoing plastic surgery to mimic a filter face, while entire people are being rendered artificially.

Impact on the Fashion Industry

She described the magazine as the “supreme court” of fashion, implying that allowing an AI advert to run is a tacit endorsement of the technology.
AI models, though cheaper and faster, raise pressing concerns about the real individuals behind the scenes – models, stylists, and makeup artists.