Guess AI Ad in Vogue Sparks Backlash

Vogue’s August 2025 issue has readers talking - for all the wrong reasons

The Trigger

Vogue’s August issue isn’t just about Anne Hathaway’s return to ‘Devil Wears Prada’ It’s the Guess ad that stole the spotlight, and not in a good way

What Happened?

The new Guess campaign in Vogue features two stunning models - Vivienne and Anastasia But here’s the catch: they’re 100% AI-generated

Social Media Reacts

Social Media users are calling out Guess and Vogue for replacing real women with digital ones “Speechless,” said creator Payton Wickizer “We want real people”

Critics Speak Out

“Guess forgot its roots,” said fashion fan Marissa Spagnoli, referencing the brand’s classic campaigns with Eva Mendes and Drew Barrymore

Who's Behind the AI Models?

The digital faces were created by Seraphinne Vallora, a London-based AI marketing agency Vivienne (blonde) and Anastasia (brunette) are their latest creations

The Creators Respond

The AI model creators, Valentina Gonzalez & Andreea Petrescu, responded to GMA : “We are not replacing real models. We want to coexist”

Unrealistic Beauty Standards?

Experts warn these AI models promote unattainable beauty ideals Psychologist Dr. Nicole Hawkins told GMA : “We compare ourselves to images that don’t even exist”

The Debate Grows

Critics argue this trend may harm young girls’ self-image and impact the modeling industry Photographers, stylists, and real models fear for their future

Vogue's Official Stance

A rep from Vogue’s parent company Condé Nast clarified to CNN : “No AI models have appeared editorially in Vogue” But the ad still made it to print & that’s enough to stir controversy

Why Brands Use AI Models?

Seraphinne Vallora claims they’re just giving brands what people “respond to” - beauty, surrealism, and perfection

Public vs. Brands: The Disconnect

Is marketing beauty or deception? The public wants real, but brands keep pushing digital perfection

What’s Next for Fashion?

Will AI-generated models replace the catwalk queens? What do YOU think about AI models in fashion ads?