UK Models Petition Against Unauthorized AI Use of Likenesses

The British Fashion Model Agents Association (BFMA) and London-based modelling agency The Milk Collective have launched a petition with over 2,000 signatories, urging the UK government to safeguard models from unauthorized AI use of their likenesses. The move comes as concerns grow over AI-generated imagery potentially replacing human models.

Rising Concerns Over AI in Fashion

Brands like H&M have attempted compromises, such as creating digital twins of real models for AI-generated content. However, fears persist that AI could render models obsolete, threatening jobs across the industry—from photographers to stylists.

Vogue recently faced backlash for featuring an AI-generated ad by Guess, highlighting the contentious nature of AI adoption in fashion.

Key Demands of the Petition

The BFMA’s petition calls for:

• Immediate recognition of individual image rights
• Clear ethical boundaries for AI use

John Horner, BFMA Chairman, warned, "Take out the model and all the other bits fall aside... that’s a risk." The association, representing 5,000 models, stressed that clients must not use AI to manipulate or own models’ data without consent.

Industry Backing

The petition is supported by:

• British Fashion Council
• Bectu
• Creative UK
• The Association of Photographers

Horner urged brands to recognize the stakes: "We’re an endangered species... there’ll be no industry left at all."

For more on H&M’s AI strategy, read here.