When Guess debuted its summer collection in Vogue’s August issue, the featured model turned heads for more reasons than the floral playsuit. The striking blonde in the double-page spread wasn’t a person at all—she was generated by Seraphinne Vallora, an AI design studio co-founded by two ex-architects. While Vogue stressed the ad was not its editorial content, the use of an AI model in the legacy magazine has ignited debate over transparency, body image, and the future of diversity in fashion advertising. The AI label in the ad corner, raises questions about how clearly synthetic content needs to be disclosed, especially in an industry already infamous for setting unrealistic beauty ideals.
Founded by 25-year-olds Valentina Gonzalez and Andreea Petrescu, Seraphinne Vallora offers brands an alternative to traditional photoshoots, claiming their detailed AI workflow can cost low six figures and take up to a month to finalize. While they argue these creations are meant to supplement—not replace—human models, critics see a different story. Plus-size model Felicity Hayward called the campaign “disheartening,” warning that AI models could reverse years of effort toward inclusivity and disproportionately sideline marginalized bodies. Controversy around AI models isn’t new, of course. Levi’s ran into trouble in 2023. To highlight the issue, Dove built on its long-running “Real Beauty” campaign by launching ads in 2024 aimed at revealing how AI image generators default to Eurocentric and thin-bodied standards when asked to create beauty.
Adding to the controversy is the business calculus behind the tech. The founders admit that more diverse AI content on their Instagram underperforms, nudging them to promote images that generate engagement—which, so far, means thin, white archetypes. Critics, including former model and Model Alliance founder Sara Ziff, argue that AI-driven efficiency might come at the cost of real jobs and deeper systemic equity. As AI continues to weave its way into the advertising fabric, one thing’s clear: the industry needs sharper guidance on both transparency and responsibility.
