AI Model Agency Goes Hybrid
A new platform, Catwalk.ai, has launched a hybrid AI fashion model agency, letting brands mix digital and real models in campaigns. The service also allows individuals to create, train, and monetize their own AI model avatars, signaling a potential democratization of the modeling industry and a new workflow for campaign production.
The AI fashion market is projected to hit $60 billion by 2034, with growth rates nearing 40% annually. This rapid expansion moves AI from an experimental accessory to a core production tool, reshaping business models for everything from luxury houses to direct-to-consumer brands. Luxury's exploration of digital models began years ago, with Balmain facing initial criticism for using CGI models, while virtual influencer Miquela Sousa appeared in campaigns for Givenchy and Prada. More recently, Moncler and Valentino have used AI for creative campaigns, and Gucci has treated generative AI as an artistic tool in collaborations. Mainstream retail is now scaling these experiments. Levi's began using AI models to enhance diversity in its product imagery, while H&M announced plans to create 30 "digital twins" of existing models, allowing them to be "present" on multiple shoots at once without travel. This shift is driven by significant cost and speed efficiencies; AI can cut campaign production costs by up to 90%. It allows brands to bypass the logistics of traditional photoshoots for routine work like catalog shots and social media posts, generating on-brand visuals in minutes instead of weeks. Platforms like Catwalk.ai are built on a hybrid model where real-world models can license their likeness for AI-generated content. This system ensures models consent to how their image is used and are compensated through tracked usage and automatic royalty calculations. In response to the technology's rapid adoption, regulatory frameworks are emerging. The Fashion Workers Act in New York, effective June 2025, now requires explicit model consent before their likeness can be used in AI applications, addressing critical questions around compensation and workers' rights. Major conglomerates are also building in-house capabilities. LVMH has established an "AI Factory" to support brands like Dior and Louis Vuitton with scalable tools for AI-assisted creative work and content generation. The next frontier is already arriving: AI-generated video is gaining traction, with companies like Valentino using it for dynamic campaigns. Simultaneously, brands like Topshop are experimenting with AI-driven shoppable catwalks, closing the gap between runway inspiration and real-time commerce.
