Faux Crew? Top fashion retailer faces backlash for allegedly using AI-generated models in ads

J.Crew is facing criticism for allegedly using AI-generated models in recent promotional images, with fashion observers pointing out visual distortions and clothing glitches that suggest artificial generation. The controversy highlights growing concerns about AI replacing human workers in the fashion and advertising industries, as brands experiment with synthetic imagery to cut costs.

What you should know: Blackbird Spyplane, a fashion newsletter, first identified suspicious elements in J.Crew’s recent promotional photos that appeared to contain AI-generated artifacts.

• The images featured visual distortions and clothing inconsistencies typical of AI-generated content, despite resembling traditional J.Crew advertising aesthetics.
• J.Crew has not explicitly confirmed or denied using AI models, instead stating they are “exploring new forms of creative expression and experimenting with different art mediums” in a statement to The Cut, a fashion and culture publication.

Why this matters: The backlash reflects broader industry tensions over AI’s role in creative work, particularly concerns about displacing human models, photographers, and other creative professionals who depend on advertising campaigns for income.

The bigger picture: J.Crew joins a growing list of fashion brands experimenting with AI-generated imagery, following similar controversy around Guess earlier this month after an AI-suspected advertisement appeared in Vogue.

• The fashion industry’s adoption of AI imagery represents a potential shift toward synthetic content that could fundamentally alter how brands create marketing materials.
• Critics argue this trend threatens livelihoods in an industry already facing economic pressures, while brands view it as a cost-effective way to produce diverse visual content.

What’s next: As AI-generated imagery becomes more sophisticated and harder to detect, fashion brands will likely face increasing scrutiny over transparency in their creative processes and the ethical implications of replacing human talent with artificial alternatives.