H&M Plans Digital Clones of Models & Elizabeth Olsen's Vintage Look at Paris Fashion Week 2025

H&M is planning to collaborate with approximately thirty of its prominent models to create AI-generated "digital clones." This initiative aims to reduce the need for physical photoshoots, enabling H&M to generate large-scale marketing campaigns. Models will retain ownership of their digital avatars and receive compensation for their usage, with each AI-generated image clearly marked. However, the specifics of remuneration and the overall impact on marketing content production are still under negotiation. Elizabeth Olsen showcased a vintage-inspired look on the "Today" show, wearing a cream tweed minidress from Patou's Fall 2025 ready-to-wear collection, which debuted at Paris Fashion Week in January 2025. The dress featured three-quarter-length sleeves and an exaggerated high-neckline. She paired it with sheer tights, chocolate brown heels, and minimal accessories. Her hair was styled with fringe, and her makeup included soft brows and pink eye shadow. The collection was inspired by the allure of French cinema characters from the 1960s and 70s.