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 on Vogue's July 2025 cover, 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. CNN journalist, Kati Chitrakorn, explained, “Vogue’s July cover girl may not be human, but she looks strikingly real” (CNN, 2025). At first glance, that cover might look like just another high-end model, but if you look closer, it turns out she is not real. An NPR article highlighted the larger industry trend, “AI models are being marketed as the future of fashion campaigns” (NPR, 2025). And Guess, a brand long known for pushing limits in its marketing, doubled down on this direction: “Guess is a brand that loves to court controversy” (NPR, 2025). These AI fashion campaigns may benefit brands by reducing unnecessary costs, enabling faster production and turnaround, and offering an infinite diversity of looks. However, these “benefits” certainly don’t come without trade-offs. 

One of the main trade-offs to these “benefits” includes transparency issues. In a BBC article on this issue, “Audiences are already struggling to tell the difference between AI images and reality” (BBC, 2025). This raises the question: Should magazines be required to disclose when models are AI? If audiences feel tricked, the credibility of magazines could plummet. This also raises the ethical dilemma of AI campaigns prioritizing aesthetic “perfection” over authentic representation. 

AI-created models risk intensifying already damaging beauty ideals. Kati Chitrakorn notes AI “created a flawless face and figure, free from blemishes or imperfections” (CNN, 2025). The quality of AI models is setting a standard that no human could ever achieve. This implication can drastically worsen 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.