H&M deployed AI-generated digital twins of 30 real human models, in partnership with AI provider Uncut, to produce product imagery and marketing content for social media and advertising campaigns. The first set of images was published in July 2025, with all AI-generated content watermarked and labeled for transparency.

H&M announced the initiative in March 2025, partnering with Swedish tech firm Uncut to photograph models extensively from multiple angles, movements, and lighting conditions, then process that data through generative AI to produce lifelike digital replicas. The resulting images are used in place of traditional photoshoots and are clearly watermarked as synthetic. H&M states that models retain ownership of their digital twins and that no likeness is used without explicit consent.