When AI Meets High Fashion: Guess’s Virtual Models Take Vogue by Storm
In the spring‑summer 2024 issue of Vogue, the iconic American denim brand Guess made headlines by featuring a lineup of AI‑generated models. The move sparked conversation across the fashion, technology, and cultural spheres, raising questions about authenticity, representation, and the future of advertising.
The Concept Behind the Virtual Cast
Guess partnered with a leading generative‑AI studio that specializes in photorealistic human synthesis. Using a proprietary diffusion model, the studio created ten distinct “digital influencers,” each with a unique look, body type, and personal style. The AI was fed a curated dataset of runway photographs, street‑style imagery, and historical Guess campaigns to ensure brand consistency while allowing for fresh aesthetic directions.
How the AI Models Were Integrated into the Spread
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