Digital Doppelgangers: The New Face of Fashion Ecomm Modeling

𝗔𝗜 𝘁𝘄𝗶𝗻𝘀 𝗶𝗻 𝗺𝗼𝗱𝗲𝗹𝗹𝗶𝗻𝗴? Read between the lines.

I was invited by the BFMA (British Fashion Model Agents Association) and its members to delve into the growing trend of "𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝘁𝘄𝗶𝗻𝘀" used in 𝗺𝗼𝗱𝗲𝗹 𝗲𝗰𝗼𝗺𝗺 𝘄𝗼𝗿𝗸 and the challenges and opportunities it presents.

There is no doubt a business case for this.

Cost, efficiency, speed to market (𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘰𝘭𝘥...)

H&M's leading venture of 30 digital twin models lead with this quote from model Mathilda Gvarliani

The tech is not new.

Bruce Willis pioneered it following his retirement from acting caused by dementia.

But this combined with gen-AI is susceptible to abuse.

Appropriate guardrails are needed now more than ever to promote fair market standards.

𝗕𝘂𝘁 𝗜 𝗵𝗮𝘃𝗲 𝘀𝗲𝗲𝗻 𝗵𝗼𝘄 𝘁𝗵𝗲 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗶𝘀 𝗮𝗱𝗮𝗽𝘁𝗶𝗻𝗴.

Some tips, served up cold:

➡️𝗢𝘄𝗻 your digital twin (𝘏&𝘔 𝘴𝘦𝘵 𝘵𝘩𝘦 𝘳𝘪𝘨𝘩𝘵 𝘴𝘵𝘢𝘯𝘥𝘢𝘳𝘥 𝘩𝘦𝘳𝘦)

➡️Watch out for release forms with overly broad 𝘂𝘀𝗮𝗴𝗲 scope

➡️A right to use your digital twin to 𝘁𝗿𝗮𝗶𝗻 an AI large language model (LLM) is a red flag

➡️𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 (𝘦𝘮𝘦𝘳𝘨𝘪𝘯𝘨 𝘵𝘦𝘤𝘩 𝘵𝘰 𝘱𝘳𝘰𝘵𝘦𝘤𝘵 𝘪𝘮𝘢𝘨𝘦𝘴 𝘧𝘳𝘰𝘮 𝘴𝘤𝘳𝘢𝘱𝘪𝘯𝘨, 𝘢𝘯𝘥 𝘥𝘦𝘴𝘪𝘨𝘯 𝘳𝘪𝘨𝘩𝘵𝘴 𝘢𝘯𝘥 𝘵𝘳𝘢𝘥𝘦 𝘮𝘢𝘳𝘬𝘴 𝘵𝘰 𝘱𝘳𝘰𝘵𝘦𝘤𝘵 𝘮𝘰𝘥𝘦𝘭 𝘱𝘰𝘳𝘵𝘳𝘢𝘪𝘵𝘴)

No doubt avatars are the future of ecomm work. But remember this.

Keep your fingers on the pulse.