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PC Gamer
PC Gamer
Jess Kinghorn

She's unreal: Fashion ad seen in Vogue stokes controversy by featuring AI-generated model, but the creators say 'we don't create unattainable looks'

Seoul, Korea - September 9, 2012: Studio product shot of cover images of fashion magazines, VOGUE, ELLE and Harper's BAZAAR for research and making up a fashion story.

I accepted long ago that I have what can be generously described as 'a face for radio.' We can't all be supermodels, so I focussed on building other skills. However, that doesn't mean I think a career in modelling is a cake walk, or that models aren't also hard-working creatives like me. As such, with LLMs attempting to do what I do, I'm completely unsurprised to hear generative AI is now being leveraged in the fashion world too.

Vogue is still one of the best-known print fashion publications out there, with their August edition featuring an ad for Guess that centres an AI-generated model (via BBC News). Vogue itself has been quick to clarify the ad was not an editorial decision, though has been reluctant to comment further on the situation. Mind you, I doubt the publication will mind if this controversy manages to sell a few more print issues.

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