Recently, H&M made headlines by announcing they will be using AI-generated “digital twins,“ hyper-realistic replicas of 30 real-life models created in partnership with tech provider Uncut. These twins are more than just avatars: they’re built from extensive photography under different lighting, angles, and poses, capturing every detail from skin texture to the way a model naturally moves.Their aim is to create a flexible, always-available model who can “work” anywhere in the world, in any outfit, without ever stepping into a studio.

While the announcement sparked a heated conversation about the future of creative work in fashion, there’s a deeper question for the custom fashion sector: what could this technology mean for tailors, bridal designers, and made-to-measure brands?

From Fast Fashion to Custom Fashion: Why This Matters

H&M is positioning AI twins as a complement to human models which are great for producing large volumes of imagery quickly and consistently. But the same underlying technology could be transformative for smaller, high-touch businesses, especially in the custom fashion space where every garment is unique.

Think about the bottlenecks many custom fashion brands face:

• Having to schedule photoshoots for each new design or variation.
• Limited budgets for hiring professional models, photographers, and studios.
• Difficulty showing a wide range of sizes, body shapes, or skin tones in marketing materials.

AI models have the potential to break those barriers.

Potential Benefits for Tailors, Bridal, and Made-to-Measure

1. Showcasing Every Variation Without the Shoot Costs
   If you create wedding gowns with multiple fabric, lace, or beading options, photographing each combination is nearly impossible. With an AI digital twin, you could show all variations on the same model instantly without needing to book a new session each time.
2. Representing Your True Client Base
   Many custom fashion businesses pride themselves on inclusivity, but traditional shoots often limit representation because of cost. AI models could allow you to create digital twins that reflect a range of body types, skin tones, and ages. This would facilitate your marketing to be more relatable to your actual customers.
3. Faster Seasonal and Trend Adaptation
   For made-to-measure suits or bridal wear, trends can shift quickly (a popular fabric, a specific silhouette, a new color). Instead of waiting for the next photoshoot, you could update your catalog in days, not months.
4. Reducing Dependence on Stock Photography
   Stock images rarely match the bespoke nature of custom fashion. AI models allow you to showcase your actual designs on life-like models that fit your brand aesthetic perfectly letting you avoid generic imagery that is oftentimes disappointing.

The Challenges to Consider

While the possibilities are exciting, there are real considerations for custom fashion brands:

• Authenticity and Trust
  Clients buying a made-to-measure gown or suit expect the experience to feel personal and real. Being transparent about AI imagery (e.g., watermarking like H&M) may help maintain trust.
• Legal and Licensing Questions
  If you use a model’s likeness, you’ll need a clear contract about ownership, permitted uses, and royalties.
• Impact on Local Creative Communities
  Using AI models could reduce the amount of work for local photographers, makeup artists, and stylists you might normally hire. Some brands may choose to keep a hybrid approach: real shoots for certain campaigns, AI for variations and updates. Check your budget and what works best for you.

The Competitive Angle

H&M’s move signals that AI-generated imagery is no longer just encased in an experimental bubble; rather, it’s entering mainstream fashion marketing. In a few years, smaller brands will likely have affordable access to similar tools.

Early adopters in the custom fashion space could:

• Offer richer product visuals than competitors.
• Reduce time-to-market for new designs.
• Market to a more diverse customer base without the cost of multiple shoots.

This could be especially powerful for bridal boutiques, tailors serving international clients, or made-to-measure businesses selling online, where a client’s first impression comes from images and not in-person fittings.

Balancing Innovation with the Human Touch

One reason people choose custom fashion is the human connection: the fittings, the expertise, the craftsmanship, or a good glass of whiskey. AI models can streamline your marketing and product presentation, but they shouldn’t replace the personal brand experience.

The most effective use of this technology might be to supplement, not substitute:

• Use AI twins for online catalogs, seasonal updates, and variations.
• Keep real clients or models in core campaigns to tell your brand’s story.

Final Thought

H&M’s AI “digital twin” models might be a controversial step for the global fashion industry, but for custom fashion brands, they highlight a new opportunity: the ability to present every design variation, size, and style without the cost and delay of traditional photoshoots.

Like any new technology, the key will be to use it thoughtfully: protecting creative collaborators, being transparent with customers, and keeping your unique brand identity intact.

So, what do you think? If you had an affordable tool that could create realistic AI “digital twins” to showcase your custom garments… would you use it?