Is the Emergence of AI Models Shaking the Standards of Beauty? The Impact of Vogue and Guess Advertisements - The AI Supermodel Controversy Unveils the Future of "Beauty" and "Work"

Image source: Seraphinne Vallora / BBC News

1. A "Historic" Advertisement or a Warning Sign?

July 27, 2025—As soon as the BBC in the UK reported "AI Model Appears in Vogue," the fashion world and social media were shaken. In the magazine's August issue, a perfect blonde woman smiles in an advertisement for Guess's summer collection. But she doesn't exist. She's a virtual model created over a month by the AI startup Seraphinne Vallora, with a tiny note in the top left corner of the page saying "Produced by Seraphinne Vallora on AI."

Valentina Gonzalez, co-founder of the production team, proudly stated, "The client chose from 10 drafts," and the advertising agency called it "a historic first use of an AI model in Vogue."

2. Backlash from the Modeling Industry

But not everyone is cheering. Plus-size model Felicity Hayward told the BBC, "It's neither upcycling nor diversity. It's 'lazy and cheap,' trampling on the inclusivity the industry has built." Her anger was described as "scary and frustrating."

Hayward also warned in other media outlets that "AI models further marginalize plus-size and disabled individuals." Indeed, Seraphinne Vallora's Instagram shows few examples of diverse body types and races, and Gonzalez admitted, "Engagement is low even when we post."

3. The Temperature of Social Media—The Reality of Approval and Disapproval

"With so many real models out there, couldn't Vogue invite any of them?"—Writer Luke O'Neil sarcastically remarked on Bluesky, while another user defended the complexity of the process, saying "AI is not magic."Bluesky Social.

On X (formerly Twitter), the official BBC News account posted "Does this look real to you?" garnering thousands of repostsX (formerly Twitter). A Pakistani news site headlined "The Internet is in an Uproar," with comments expressing concern that "young people's self-image will be further distorted."images.dawn.com.

4. The "Ideal" and Bias Mass-Produced by AI

The tendency of generative AI to frequently output young, thin, blonde Caucasians is supported by research. A paper from Stanford University and others concluded that "even with generic prompts, stereotypes are amplified."

In 2024, the cosmetics brand Dove launched a commercial letting AI create the "ideal beauty," revealing that all 10 models had similar appearances. The Guess advertisement this time implemented that "ideal" in magazine pages.

5. Consumer Mental Health and the Regulatory Gap

The CEO of the eating disorder support group Beat commented to the BBC, "Exposure to unrealistic images can lower self-esteem." Researchers suggesting ways to distinguish AI images also pointed out that "there are limits to what the human eye can discern."

In the EU, the obligation to label deepfakes is being discussed, but the field of advertising creativity remains unregulated. Vogue only explained that it was an "advertising space, not an editorial decision," and self-regulation remains unclear.

6. The Tug-of-War Between Cost Reduction and Creativity

Seraphinne Vallora revealed, "For major clients, there are projects worth six figures," but considering travel expenses, studios, and staff for model shoots, it's "cheap." For Guess, it was a win-win for publicity and cost reduction.

On the other hand, Sara Ziff, founder of Model Alliance, criticized it as "more a reflection of cost-cutting than innovation." If AI workflows become widespread, not only models but also hair and makeup artists and photographers will be affected.

7. Is "Coexistence" Still Possible?

Gonzalez and Petrescu argue that "AI is merely a complementary tool," but Hayward counters, "If it's complementary, implement diversity first." The attitude of making excuses by citing technical constraints, such as "plus-size AI models are difficult," is a mirror reflecting both profit and prejudice in algorithms.

The industry has three options to choose from.

1. Complete Exclusion: High-end brands differentiate by guaranteeing "human model exclusivity."

2. Transparent Coexistence: Legalize disclosure obligations for AI use and diversity standards.

3. Unregulated Progression: Regulations lag behind, and only early adopters gain a competitive edge in cost.

The most realistic option at this point is the second. By using live-action and AI selectively, and designing "next-generation advertising" with disclosure obligations and ethical guidelines.

8. Conclusion—Democratization of "Beauty" or Reorganization?

As photography shifts from "capturing reality" to "creating reality," fashion magazines have become experimental grounds for societal values, not just a list of trends. The flawless skin of AI models is also a screen reflecting the anxieties and desires of the viewer.

The "perfection" created by technology highlights our imperfections more vividly—raising questions not only about aesthetics but also about human work and the state of the human mind.

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