A supermodel who dazzled the fashion world and landed in Vogue’s pages has been exposed as a total fake, created with artificial intelligence. The striking “woman” in a recent Guess advertisement was revealed, in obscure fine print, to be a digital invention—not a human at all.

The move has triggered outcry from real models and industry leaders, who say that AI models undermine years of progress toward diversity and representation. Critics warn that these algorithmic creations promote dangerous and impossible standards, threatening mental health and eroding self-esteem—especially in young people. Plus-size model Felicity Hayward described the use of AI in fashion as “lazy and cheap,” arguing it’s a step backward for inclusivity. Advocates are calling for greater transparency and clear labelling, as subtle AI fakes are difficult to spot. If left unchecked, AI models could make fashion even more disconnected from reality, fuelling unrealistic beauty ideals and pushing real talent out of work.