Welcome to the First Edition of Fashion {NUT}

Hello there,

The future of fashion just cloned itself — with H&M unveiling AI-generated digital twins of real models for upcoming campaigns.

By partnering with talent and scaling production at lightning speed, the brand is rewriting the rules of fashion marketing. Are digital models about to become the industry’s most booked stars?

Here’s what we got for you today

• H&M digital Twins

• AI tool update of the week

• Fashion War in India

• Fun fact

• Quick Hits

Feature Story

H&M Just Cloned Its Models — And That’s a Good Thing

The future of fashion doesn’t eliminate humans — it evolves them.

H&M just pulled a move straight out of Black Mirror: launching AI-generated “digital twins” of real models for future campaigns. They’re not ditching the humans — they’re duplicating them.

And the internet? Losing its mind.

Critics are shouting about job loss, creativity’s demise, and fashion’s soul being sucked into the algorithm. But here's the thing: this isn’t the death of creativity — it’s a creative upgrade. If we play it right.

Let’s break it down.

What’s Actually Happening?

Swedish fast-fashion giant H&M announced it will start using AI-generated versions of real-life models — aka “digital twins” — in marketing content. Think virtual clones that can be styled, re-lit, and reshot endlessly without stepping onto a set.

Why It Matters?

Let’s get real: marketing in fashion has always been about scale and speed. AI just supercharges that.

With AI:

• A campaign that used to take weeks can now be produced in days.

• Global personalization is possible — one product image, 100 cultural variations.

• Testing new looks becomes cheap, fast, and sustainable (no samples, no shoots, no waste).

Most importantly: this frees up human creativity.

Instead of spending 10 hours on basic e-comm shots, your team can focus on storytelling, brand world-building, and creative direction that makes a real impact.

My Spicy Take:

The idea that AI is replacing human creativity is the wrong debate.

AI doesn’t replace artists. It replaces repetitive labor.

The winners in fashion will be the ones who embrace this. Who see digital twins not as threats, but as tools. Who use AI to scale the boring stuff, so they can invest in the brilliant stuff.

Quick Hits in the world of Fashion + AI

• AI Startup LTV.ai Secures $5.2 Million in Series A Funding

• Raspberry AI Launches New Tools for Fashion Marketing

• Markmi Raises €1.1M to Expand AI Tool for Fashion Retail

The Runway Reel

This week i talked about the fashion war happening in India right now. Have a look.

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Tool Time

AI Tool of the Week: Runway ML

Runway just dropped Gen-4, its most powerful AI video model yet — and it’s a game-changer for fashion storytelling.

What’s new:

• More control: Characters, outfits, and scenes stay consistent throughout.

• Cinematic polish: Better lighting, motion, and physics = real campaign vibes.

• Pro quality: 5–10 sec clips at 1080p, built for production workflows.

Already used by Amazon and Madonna’s team, Gen-4 pushes AI video from novelty to real creative tool — perfect for visualizing campaigns, testing scenes, or crafting short-form content that actually looks expensive.

AI moodboards? That was last season. This is motion.

A Final Note

Fun Fact

High heels were originally worn by men — not women.
In the 17th century, Persian cavalry wore heels to help secure their feet in stirrups. European aristocrats adopted the look to appear taller and more powerful.
King Louis XIV even made red heels a royal flex.

So next time someone says heels are impractical? Just tell them they’re battle-tested.

Let me know what you thought of this edition.Until next time,