Vogue Features AI Model in August Issue, Sparks Debate Over Beauty Standards

Vogue’s August issue used an AI-generated model for the first time, prompting concern over beauty standards and the future of AI in the fashion industry.

The Details: The double-page advertisement taken out by the label “Guess” features a blonde model wearing two different outfits across separate pages. It was produced by Paris‑based AI creative house Seraphinne Vallora after Guess’s co-founder, Paul Marciano, requested an AI model for the brand's summer campaign. Users online criticized the ad, with one saying, “The new beauty standard will be, literally, unobtainable.” 

For Context: Seraphinne Vallora is an agency that designs “editorial level AI-driven marketing campaigns and cinematic videos." Its work has also been featured in Harper’s Bazaar and Elle. Last year, OpenAI and Vogue's publishing parent, Condé Nast, announced a multi-year partnership. The deal involved allowing ChatGPT and its search engine, SearchGPT, to display content from Vogue and its other publications like GQ.

How the Media Covered It: Outlets across the political spectrum amplified concerns raised on social media. The Telegraph UK (Lean Right bias) said the ad left readers "disturbed", and quoted a real-life model who shared concerns about potential job losses for creatives involved in model shoots. It noted the beauty industry’s efforts toward inclusivity in recent years, and the challenges AI poses to diversity. USA Today (Lean Left) also focused on the impact to creatives. It quoted a user saying, Vogue is "devaluing hard work and art of real people", and Seraphinne Vallora's response: "Why can't engineers, graphic designers, 3D artists, coders, architect -any kind of creative- build beauty too?" Forbes (Center) framed the ad as a significant shift in fashion. It highlighted subscriber backlash, and raised questions about balancing efficiency and human creativity.

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