AI Models, Vogue, and the Debate on Representation in Fashion
Jan 12, 2026
Vogue, Guess, and the Spark of Controversy
A recent addition of Vogue featured a Guess advert of flawless blonde model showing off a maxi dress from summer collection of Guess.
According to a recent news from BBC, some fashion models describe Vogue's decision to include the advert as:
“very disheartening and quite scary”
They worry it could undermine years of work towards more diversity in the industry.
The use of AI models is described as:
“another kick in the teeth, and one that will disproportionately affect plus-size models”
she warns.
Concerns Around Diversity, Bias, and Mental Health
The featurette mentions an ad campaign by Dove, to highlight the biases in AI.
It shows that when AI is tasked with creating “the most beautiful woman in the world”, it tends to generate:
young
thin
white models
This raises concerns about showcasing unattainable images that could have an impact on:
mental health
self esteem
“Supplement, Not Replace”
However, the opposing opinion shapes around the ethos of:
“Supplement, not replace”
Why the Backlash Is Not Surprising
This backlash is not surprising.
In the terms that majority of industries, with the exception of highly innovative professions, tend to resist the waves of changes.
This resistance sometimes expressed in terms of unfair criticism.
AI as a Tool for Inclusion, Not Exclusion
AI provides way for brands to address wider audiences with much more inclusive and representative content.
And progress requires to filter out noise from the essence.
Which is inevitable progress and change.
Where earlier professionals and industry adopt easier will be to secure a place in the brave new future.
Cognitive Dissonance and the Fear of Change
Cognitive dissonance can be observed in communities that react to change.
They can simultaneously claim:
that the new will be inferior,
that the new will be threatening their job,
(by contradicting themselves)
And making them obsolete.
One fears from what they do not know.
What they do not understand.
And fear is the death of rationality.
The Only Way Forward
Only way forward is to learn.
And to progress.
Source
BBC News
(https://www.bbc.com/news/articles/cgeqe084nn4o)
Start Your AI Transformation with Retail Labs
Debates around AI, representation, and creativity will continue.
What matters is how brands choose to engage with the technology.
At Retail Labs, we believe AI should be used to:
supplement creative work, not replace it,
expand representation rather than narrow it,
and enable brands to create more inclusive, personalised fashion experiences at scale.
AI is a tool.
How it is used will define the future of fashion.
You can start your AI transformation today, with Retail Labs.
