AI in Fashion Photoshoots: Industry Voices, Concerns, and the Role of Taste

Jan 14, 2026

Fashion’s AI Shift Is No Longer Isolated

Zara, H&M, Levis, Hugo Boss and Zalando; these are few of the brands that have joined the AI bandwagon for fashion photoshoots.

This transformation is discussed in many different levels of the fashion photography community, from creative officers, to fashion models, from the agencies to the photographers.

The Perspective of Creative Leadership

Creative Officers of the large companies like H&M's Jörgen Andersson state their perspective as:

“something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way”

An understandably reassuring comment for stakeholders of the fashion community.

Why the Concerns Are Real

Because they are worried.

Head of Bectu (Broadcasting, Entertainment, Communications and Theatre Union) Philippa Childs raised these concerns as:

“Even if models are compensated for the use of their image, it is hard to see how using technology will not have a significant detriment to other fashion creatives and industry workers, from make-up and hair, to rigging and lights”

Models and Agencies Feel the Pressure First

Casting agent Chloe Rosolek stated that:

“AI is likely to directly threaten models who more typically feature in e-commerce shoots that showcase products on brands’ websites. Most models have had to deal with job loss already and this is a whole other frightening thing for them”

Why Craft and Taste Still Matter

But the concerns regarding a labor erosion due to generative AI making the accessibility of the fashion photography will be make artisans and laborers of these professions are not justified.

The former Harper’s Bazaar editor Lucy Yeomans states this fact as:

“If you think of someone like [photographer] Steven Meisel, he was always discovering that next model, and everyone would ask, ‘Oh my gosh, is that beautiful?’ ‘Oh yes, it is beautiful’.”
“I’m not sure whether AI will be able to look around the corner and predict what might be next.”

The Real Shift: Accessibility, Speed, and Breadth

This is a critical point.

Generative AI will change the accessibility, and speed dynamics as well as breath of content.

But qualitative evaluation, artistic and individual tastes will remain to be critical aspects.

One wouldn't survive without adopting and embracing all the new ways of creating content, but the taste will be the differentiator of the new era.

And who knows, in an age where brands converge to white and black logos, the age of AI will give a chance for individual expression of tastes.

Start Your AI Transformation with Retail Labs

AI is reshaping how fashion content is created, scaled, and personalised.
As global brands experiment with digital twins, virtual models, and AI-assisted photoshoots, the question is no longer whether to adopt AI, but how to do it responsibly and effectively.

At Retail Labs, we help fashion and retail brands:

integrate AI into existing content workflows,
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AI does not replace creativity.
It expands what creative teams can achieve.

Whether you are starting with virtual try-on, digital twins, or AI-generated fashion imagery, you can begin your AI transformation today with Retail Labs.