Yes, AI Models Are in Vogue — And This Is Just the Start
The Rise of AI Models in High Fashion
In a surprising twist, an AI-generated model has made its way into the pages of Vogue. This revelation came from a TikTok video posted by user @lala4an, who highlighted an ad for Guess's chevron dress in the August issue. The ad featured a blonde woman with an hourglass figure, but what caught attention was the small print stating, "Produced by Seraphinne Vallora on AI." The video quickly gained traction, reaching over 2 million views in just three days.
Who is Seraphinne Vallora?
Seraphinne Vallora is an Instagram account with over 220k followers, showcasing a range of smooth-skinned women with high cheekbones and plump lips—though all images are AI-generated. Their bio states, "We design editorial level AI-driven marketing campaigns and cinematic videos. As seen in Elle, Grazia, Vogue, WSJ, FT, Harper’s Bazaar."
The real individuals behind the company, Valentina Gonzalez and Andreea Petrescu, started creating AI models while trying to launch a jewelry brand. They found that they couldn't afford real models, so they used their skills to create their own. This approach proved successful, leading others to request similar services.
A New Market Opportunity
Valentina and Andreea noticed a significant gap in the market for design-led AI image companies. Andreea recalled, "We started going viral because nobody was doing this at the time, and that's how we grew our account. We grew the account organically." Over two years, the company expanded to include five people, catching the attention of Paul Marciano, co-founder of Guess.
Paul's interest in their work led to a direct message, which eventually resulted in collaboration. Valentina explained, "Paul is a very fearless man. He's a trendsetter. So he decided, 'I like this, I want it.' Eventually, I really believe many other companies will go for this."
Why Use AI Models?
When asked why a brand like Guess would choose AI models, Valentina shared that Paul emphasized, "I'm not looking to replace our models." Instead, he wanted to supplement existing campaigns, which can be time-consuming to plan. With AI, campaigns can be created more quickly without the need for travel or permits.
Both Valentina and Andreea view their use of AI as a form of art. Valentina stated, "It's no different to a random person taking a camera, that doesn't make them a photographer." They also deny that their AI models copy real people, emphasizing that they are based on imagination rather than real features.
Collaboration and Customization
Seraphinne Vallora works closely with clients, often providing mood boards and collaborating with photographers and in-person models to test poses and angles. Stylists select clothing and accessories, ensuring the final product aligns with the brand's identity. An example deck for a luxury brand includes selecting body type, eye color, hair style, height, and other defining features.
Andreea noted that their technology has advanced significantly, making the AI-generated images look like real photos. She mentioned, "What you see in Guess is amazing, but what we do now is even better."
Transparency and Public Perception
While the Guess ads include disclosures, Andreea believes there may not be a future requirement for such disclosures. She stated, "People are not familiar with it and people are scared of change. But once this becomes the new norm, I think whether companies decide to add it or not, it's not too relevant."
Regarding concerns about unrealistic beauty standards, Valentina responded, "We are not creating a new standard. The standard has always been there." Andreea added, "We're pretty much in line with the same standard that is set in the rest of the magazine."
Diverse Representation and Future Plans
Initially, Seraphinne Vallora featured more diverse body types and ethnicities on their Instagram page, including men. However, the "fantasy type" of woman garnered the most attention. Valentina noted, "It's not even us, it's the public. If they loved the diversity, we would have flooded our Instagram with diversity."
The company also offers AI twins of real-life models, allowing supermodels to take on multiple jobs simultaneously. Valentina described the process, stating, "We literally get everything exactly the way you look. I'm talking details, pores, facial hair, everything, we get it to exact accuracy."
Ethical Considerations
If supermodels use their AI avatars, Valentina said, "It's their choice. We encourage them to." While the ethical implications of AI models continue to be debated, Seraphinne Vallora remains focused on innovation and creativity in the fashion industry.