Perfectly Unreal: AI Models and the Ethics of Fashion Media

Written by Elliet Faust

Account Executive

For decades, magazines have been critiqued for promoting unrealistic beauty standards. Now, Artificial Intelligence (AI) is pushing those boundaries even further. An AI-generated model was shown in Vogue's July 2025 issue, sparking controversy across the fashion world. While many AI models may be efficient and innovative, their use in magazines is raising serious ethical concerns around authenticity, inclusivity, and body image. 

Photo courtesy of BBC.

A Guess model featured in a recent Vogue publication was revealed to be AI-generated. At first glance, that photo might look like just another high-end model, but if you look closer, it turns out she is not real. CNN reported that the campaign has "sparked debate over what it might mean for real-life models pushing for greater representation and diversity…"(CNN, 2025). An NPR article highlighted the larger industry trend: "This Guess model in Vogue Magazine has shiny, flowing blond hair, sculpted facial features and a well-toned body. By most standards of modern beauty, flawless ... There's just one problem. She isn't real" (NPR, 2025). Guess, a brand long known for pushing limits in its marketing, was described this way by fashion critic, Rachel Tashjian, who told NPR that "Guess is a brand that really loves to court controversy" (NPR, 2025). These AI fashion campaigns may benefit brands by reducing unnecessary costs, allowing faster production and turnaround, and offering an infinite diversity of looks. However, these "benefits" don't come without trade-offs.

The biggest concern? Transparency. Seraphinne Vallora, the London-based AI agency that created the campaign, was approached by Guess co-founder Paul Marciano. According to co-founder Valentina Gonzalez, speaking to the BBC: "We created 10 draft models for him and he selected one brunette woman and one blonde that we went ahead and developed further" (BBC, 2025). 

The ad included only a small disclaimer identifying the model as AI-generated, which many readers overlooked. The BBC article raised concerns about transparency: "While Guess labelled its advertisement as AI-generated, the disclaimer is small and subtle. Readers may overlook it and, at a glance, the image appears entirely lifelike" (BBC, 2025). This raises a critical question: Should magazines be required to prominently disclose when models are AI? If audiences feel tricked, the credibility of both brands and publications could plummet.

AI-created models risk intensifying already damaging beauty ideals. AI created a flawless face and figure, free from blemishes or imperfections and the quality of AI models is setting a standard that no human could ever achieve. Vanessa Longley, CEO of eating disorder charity Beat, expressed concern to the BBC, explaining that exposure to unrealistic body images "can affect their thoughts about their own body, and poor body image increases the risk of developing an eating disorder" (BBC, 2025). This implication can fuel comparison culture and mental health struggles, especially among young audiences already vulnerable to body image issues.

The use of AI in magazines is not going away. But its ethical and cultural implications cannot be ignored. For communicators, this means taking responsibility, using AI transparently, prioritizing authenticity and ensuring campaigns do not contribute to harmful ideals. Technology may reshape fashion media, but it is up to communicators to ensure that storytelling remains rooted in truth, inclusivity and respect for genuine human experiences.