{"id":12818,"date":"2025-05-21T18:03:13","date_gmt":"2025-05-21T16:03:13","guid":{"rendered":"https:\/\/www.tribalbi.com\/hms-case-and-the-future-of-modeling\/"},"modified":"2025-05-21T18:15:39","modified_gmt":"2025-05-21T16:15:39","slug":"hms-case-and-the-future-of-modeling","status":"publish","type":"post","link":"https:\/\/www.tribalbi.com\/en\/hms-case-and-the-future-of-modeling\/","title":{"rendered":"H&M’s Case and the Future of Modeling"},"content":{"rendered":"\t\t
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H&M\u2019s recent decision to launch \u201cdigital twins\u201d<\/strong> of its real models, created using artificial intelligence in collaboration with the agency The Diigitals<\/em>, has generated intense controversy in the fashion industry. Beneath the appearance of innovation, the initiative has raised concerns about the replacement of professionals, exploitation of image rights, and the increasing dehumanization of the creative sector. <\/p>

In this article, we analyze the H&M case and compare it with the ethical, collaborative approach proposed by TRIBALBI<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\ud83d\udca5 What did H&M do, and why is it so controversial?<\/strong><\/h6>

H&M announced the creation of virtual clones of 30 real models. According to the brand, these digital twins will be used in e-commerce campaigns, catalogs, and social media, with the promise that models will retain rights over their replicas and be compensated for their use. <\/p>

However, the industry\u2019s reaction was swift:<\/p>

  • Photographers, makeup artists, and stylists felt displaced<\/strong>, seeing their work replaced by digital processes without human involvement.<\/p><\/li>

  • Organizations like Model Alliance<\/strong> expressed concern over the lack of regulation, the potential exploitation of model images, and the loss of control over their digital identity.<\/p><\/li>

  • Activists and creatives pointed out that these virtual twins reinforce unrealistic beauty standards<\/strong> and promote a business model that prioritizes the artificial over the human.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    \ud83e\udde0 TRIBALBI\u2019s view: technology with ethics and purpose<\/strong><\/h6>

    In contrast to this centralized and opaque model, TRIBALBI proposes a different path<\/strong>: a platform where technology enhances, not replaces, human talent.<\/p>

    Our model is based on the creation of ethical digital licenses<\/strong>, allowing real models to:<\/p>

    • Be the legal owners of their digital image<\/strong>.<\/p><\/li>

    • Approve or reject each use of their digitized identity.<\/p><\/li>

    • Receive payment for every virtual project <\/strong>they participate in, without needing to be physically present.<\/p><\/li><\/ul>

      This traceability is guaranteed by blockchain, ensuring that every virtual job is securely and transparently recorded.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      \ud83c\udfa8 What about photographers, makeup artists, and stylists?<\/strong><\/h6>

      Many fear that this digital transformation means the end of their careers. But at TRIBALBI, we believe that these fears only materialize if professionals fail to adapt<\/strong>. <\/p>

      Creativity doesn’t disappear with technology. It evolves. <\/p>

      A great example is Chanel,<\/strong> which collaborated with a makeup artist to design a virtual model\u2019s look. Instead of applying makeup on a real person, the artist painted a traditional face chart. That proposal was then digitized and applied to a virtual model using AI. The result? A perfect fusion of human artistry and digital technique. <\/p>

      These types of practices show that traditional methods don\u2019t need to be abandoned\u2014they can be adapted<\/strong>. Professionals will continue to work with physical tools while integrating digital elements as extensions of their craft.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      \ud83c\udf10 Where do we go from here?<\/strong><\/h6>

      H&M represents a vertical model, where the brand controls digital clones and the process becomes more industrial than artistic.
      TRIBALBI proposes a horizontal and participatory ecosystem, where each stakeholder has a voice, control, and fair compensation.<\/p>

      The difference lies in ethics, collaboration, and transparency.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      \u2705 In summary:<\/h4>

      • Technology should be a tool, not a threat.<\/p><\/li>

      • Models must have full control over their digital image.<\/p><\/li>

      • Creative professionals can evolve without being replaced.<\/p><\/li>

      • TRIBALBI builds a future where innovation respects humanity.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

        H&M\u2019s move to use AI-generated model twins has sparked backlash in the fashion world. At TRIBALBI, we offer an ethical alternative: digital licenses that give real models control and compensation for the use of their image. Technology should support human talent\u2014not replace it. <\/p>\n","protected":false},"author":1,"featured_media":12809,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nH&M's Case and the Future of Modeling - TRIBALBI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tribalbi.com\/en\/hms-case-and-the-future-of-modeling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&M's Case and the Future of Modeling - TRIBALBI\" \/>\n<meta property=\"og:description\" content=\"H&M\u2019s move to use AI-generated model twins has sparked backlash in the fashion world. 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