Artificial Perfection? Guess AI Model Appears in Vogue Spread

A new Guess campaign in Vogue has stirred widespread debate by featuring a fully AI-generated model, created by digital agency Seraphinne Vallora.

The model, a blonde woman in summer fashion, appears in a double-page spread in the magazine’s August print edition, with only a tiny label identifying her as artificial.

This marks the first time an AI-generated figure has appeared in Vogue, igniting backlash from readers and fashion industry professionals. Critics worry the ad promotes unattainable beauty ideals and undermines years of progress in inclusivity, representation, and body positivity. Plus-size models and fashion creatives argue that AI modeling could reduce job opportunities across the industry, from photographers to stylists.

The creators of the AI model defend their work, claiming it is meant to supplement, not replace, traditional models. They also note that client demand and social media engagement often favor idealized, Eurocentric aesthetics.

Meanwhile, mental health experts warn that repeated exposure to digitally flawless figures could worsen body image issues, especially among young audiences.