H&M is expanding its exploration of generative AI by releasing its first series of images featuring digital twins. Set against the backdrop of global fashion capitals, these images showcase seasonal denim that also embodies a timeless appeal.

Co-created with a dedicated team and complemented by a behind-the-scenes film, H&M aims to demonstrate how generative AI can amplify creative processes and elevate fashion storytelling.

The brand is exploring emerging technologies like generative AI to amplify creativity and reimagine how it showcases fashion, says Jörgen Andersson, CEO, H&M. The technology offers the brand an opportunity to enhance storytelling and find new ways to connect with their customers, while staying true to H&M’s style-led, human-centric identity. The brand remains committed to empowering self-expression and liberate fashion for the many."

This initial launch went live on July 2, and H&M plans to continue its exploration throughout the fall with various expressions across different cities.