The British Fashion Model Agents Association and London-based modelling agency The Milk Collective on Friday released a petition with over 2,000 signatories calling for the UK government to protect models from having their likeness used by AI.
The petition comes as models are increasingly concerned about becoming redundant as brands can generate images from scratch. Some brands have tried to seek a compromise on the issue, such as H&M, which recently partnered with models to create digital twins that it can use in AI-generated imagery, the first of which debuted this summer.
Even still, apprehension that models will be replaced has kept growing and groups have started speaking out. Vogue came under fire recently for running an ad by Guess that was made with AI. And despite backlash, use of AI continues to grow.
BFMA’s petition “calls for immediate recognition of individual image rights and the establishment of clear ethical boundaries in the use of AI.” It emphasises that, “Without clear protections, models face their images being used without consent or compensation and there could be a dramatic loss of jobs within the industry.”
“The model is the epicentre of the industry,” said John Horner, the Chairman of the BFMA. “Because, take out the model and all the other bits fall aside, you lose photographers, you lose stylists, hair and makeup artists, everybody who supports a shoot is no longer required, that’s a risk.”
In a statement sharing the petition, the BFMA, which represents over 5,000 models noted, that “Clients should not be using AI to obtain, manipulate, distribute and potentially own models’ data without their consent and without following industry-agreed principles & practices.”
When models are booked, they usually receive a confirmation stating their compensation and image usage. In this sense the process has historically been a controlled one, but AI risks an environment with no terms and conditions.
While the petition is directed to the UK government, released against the backdrop of London Fashion Week, Horner wants brands to take notice. “We want the brands to understand that it’s not a free for all.” Adding, “we’re an endangered species, if they take away the model, there’ll be no industry left at all.”
The petition is supported by the British Fashion Council, Bectu, Bectu Fashion UK, Creative UK, The Association of Photographers, Creators’ Rights Alliance and Fashion Roundtable.
Learn more:
H&M Knows Its AI Models Will Be Controversial
The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.
