Vogue makes history by introducing an AI model to its pages.
(Courtesy of CNN)
Move over, runway regulars—there’s a new “it girl” in town, and she exists only in pixels.
Vogue’s August issue rolled out a Guess ad featuring a striking blonde in their summer must-haves, and it takes a sharp eye to spot the small print revealing she’s an AI masterpiece, the BBC reported. Though Vogue insists the choice was all Guess, not the magazine’s own team, this is still the first time an AI-generated model has ever made it into the pages of the famed fashion magazine.
Guess Trades Human Models for a Digital Dream Girl
Guess steps into the future with a campaign featuring AI-generated models, all created by the tech-forward agency Seraphinne Vallora.
(Courtesy of CNN)
Can you imagine Louis Vuitton swapping out one of their celebrity ambassadors for a virtual model? Or Dior letting go of its famous K-stars and going all-in on AI? And perhaps most unthinkable, Hermès leaving behind its Jane Birkin-inspired roots to chase after the latest tech trends?
Well, Guess went there before anyone else, and the result sparked some of the most mixed opinions in fashion right now.
It was almost inevitable that this ad would stir up controversy.
Vogue’s AI-Generated Models Spark Reader Fury And Industry Panic
— Forbes (@Forbes) August 1, 2025
Here’s what you need to know: https://trib.al/qegIY62
The AI blonde wearing a striped maxi dress and a floral playsuit sparked backlash over what this means for real models who’ve worked for years, only to see their hard-earned spots threatened by a picture-perfect digital face overnight. And for consumers, there’s a real concern that this could push those impossible beauty ideals even further.
Is the Future Already Here?
The growing presence of AI-generated faces has left many questioning what the future holds for real, working models.
(Courtesy of CNN)
Seraphinne Vallora is the company behind Guess’s much-talked-about ad.
Founders Valentina Gonzalez and Andreea Petrescu told the BBC that it all started when Guess co-founder Paul Marciano slid into their Instagram DMs, inviting them to craft an AI model for the brand’s summer campaign.
“We created 10 draft models for him and he selected one brunette woman and one blonde that we went ahead and developed further,” shared Gonzalez.
There’s a big misconception that whipping up AI images is quick and easy, she explained—but it’s actually a tricky, layered process. Seraphinne Vallora’s five-person crew can spend up to a month creating a single model, and for high-profile projects like Guess, the price tag can reach the low six figures.
It Was Love at First Scroll
The AI-generated photos check every box for classic beauty standards, but does perfection capture what modeling is really about?
(Courtesy of PetaPixel)
Guess co-founder Paul Marciano told TMZ he has never been afraid to push boundaries—just like when he broke the mold with that bold red logo back in ’85, while everyone else was stuck on black and white. Now, with AI as the latest trend, he says he was instantly intrigued and decided to run with it.
Paul admitted he was amazed by how lifelike these AI creations looked. It was love at first scroll: Paul came across Seraphinne Vallora’s AI-powered agency on Instagram and couldn’t look away, especially after seeing an AI model who embodied that classic Guess girl vibe.
While Paul is not claiming this is a long-term direction, he is not letting public backlash dictate his moves.
Had to end the Vogue magazine subscription I’ve had for years because the latest magazine used AI models ??? In Vogue? AI models in Vogue?
— WEBBY (@WEBBYMCGEE) August 1, 2025
He added that Guess still loves working with real models and finding fresh faces for their campaigns—next season, it’s back to all-human talent. For Paul, though, experimenting with AI was simply about trying out something new and exciting.
Guess’s AI Gamble vs. Timeless Celebrity Ambassadors
Felix and Jung Hoyeon light up the runway at the Louis Vuitton Womenswear show, turning heads during Paris Fashion Week with their effortless style and presence.
(Courtesy of The Hollywood Reporter)
For as long as anyone can remember, brands like Chanel, Celine, Gucci, and Saint Laurent have relied on new faces to bring their collections to life. These faces give customers something—and someone—to relate to, transforming a label into a living, breathing story.
Traditionally, an ambassador is all about human connection: building trust, sharing authentic stories, representing the brand in a relatable way, and even giving insider feedback. Guess’s AI model might ace the “content creation” part, but when it comes to building true credibility and sparking a genuine bond with consumers, it’s hard to see how an algorithm can compete with a real person.
With a carefree grin and wind-swept hair, Jane Birkin shows exactly why she inspired the cult bag.
(Courtesy of CNN)
Whether it’s a visionary designer, a rising talent, or a well-loved celebrity ambassador, the right person helps shoppers feel seen. That connection inspires people to reach for the house’s classic clothing, cult handbags, signature shoes, or instantly recognizable piece of jewelry.
Nevertheless, that long-standing tradition faces a new test as fashion giants like Vogue push boundaries in ways no one could have predicted. Whether this bold move pays off is anyone’s guess.
For now, those who prefer their fashion with a human touch can still soak it all in. Loewe’s latest brand ambassador is Tay—Tawan Vihokrat from Thailand, a standout in acting, modeling, and hosting. Fendi has Bang Chan of Stray Kids as its face this year, while Miu Miu brought Minnie from (G)I-DLE on board in 2023. And let’s not forget the star power some fashion houses bring in, with Hollywood heavyweights like Angelina Jolie stepping into the spotlight for a buzzworthy Chloé collab.
Hollywood icon Angelina Jolie once partnered with Chloé for a standout collection.
(Courtesy of MVC Magazine)
From timeless classics to the hottest new releases, luxury houses have long trusted big names to bring their collections to life and create genuine bonds with shoppers. Now, seeing an AI model in the mix—does it have you curious to try the look, or would you rather pass?
If you’d prefer to stick with the originals, ZenLuxe’s curated secondhand selection gives you access to all your favorite human-powered brands, with every designer piece fully authenticated in Japan and shipped straight to your doorstep.
About The Writer
Meet Mariam — a fashion writer who lives and breathes all things vogue and glamour. For her, the most therapeutic aspect of fashion goes beyond simply shopping for the latest styles that appear in stores; it’s fully experiencing this glamorous world from the little details to the big moments (there's nothing quite like the thrill of flipping through a sleek fashion magazine, is there?).
