While AI models might replace catalogue models for small labels that are starting out (maybe) and for e-commerce companies (definitely). I highly doubt it that they will replace real models for large companies and fashion boutiques now or ever. Because what people (women and men) are buying is aspiration wrapped in dead plant fibers. The reason why I buy a dress from Hervé Leger is because I want to look like old school Crawford making body-con a thing in the ‘90s https://media.glamour.com/photos/56959302d9dab9ff41b2a79b/ma... and make the painful process of getting into that shape and look seem “easy” while doing it.

Fashion isn’t about looking good in of itself. It’s about social proof-of-work. Knowing what to wear and pulling it off isn’t easy. It’s the raison d’être of the multi-billion dollar fashion and fitness industries. Women eat grass all day everyday and go on ridiculous juice cleanses while contorting their body into shapes that would put a pretzel to shame. If the world endures so much pain to look effortlessly good, Why should manufacturers be allowed to forego the pain? If the root of aspiration is making the impossible look like a breeze, then why would anyone want to buy from a computer generated perfect model that never had to feel the pull of a difficult stretch and stare in the mirror with guilty eyes?

The suspension of disbelief necessary for the social economy to function crumbled as soon as something is too perfect. Like Instagram photos. It’s not cool to slap on a filter anymore and stage a perfect photo. It’s too easy now. Just like Prisma was. What’s cool is to put in the work and make something imperfect so that everyone knows that you put in the effort and looked unflappably blasé while doing it.

Most models that are hired today are hired partly on their social presence. Having an audience, even a micro-audience, is essential for getting high paid gigs, because brands aren’t just selling the look; they’re selling the whole package associated with the look. Women like to buy from other women (and men like James Charles) whom they can aspire to. Tweens and teens want to look like the models on tik-tok. Young-adults and grown women want to look like their favorite YouTuber and Instagram celeb. They all want to participate in making something cool happen with their friends.

All of this and more is intrinsically social and human.

All of this and more means that as long as humans buy from other humans, brands will hire models to appeal to what’s most human; sexy, sexy crazy-making envy.