Fashion campaigns that used AI influencers
Prada and Calvin Klein with Lil Miquela in 2018, H&M with Kuki, Noonoouri signed to IMG Models, and Guess’s AI models in Vogue in August 2025.
| Brand | AI influencer | What happened |
|---|---|---|
| Prada | Lil Miquela | Instagram takeover at Milan Fashion Week, February 2018 |
| Calvin Klein | Lil Miquela | An ad alongside Bella Hadid, May 2018 |
| H&M | Kuki | Instagram campaign; 11x ad recall in Meta’s case study |
| IMG Models | Noonoouri | Signed as a model |
| Guess | Two AI models | An ad in the August 2025 Vogue, made by Seraphinne Vallora. Backlash followed |
Guess is the one to study. Paul Marciano picked the models from ten drafts the agency made, one brunette and one blonde. It skipped a shoot and bought a news cycle, most of it angry. Readers of a fashion magazine notice when the model is not a person.
Why fashion went first
Fashion sells an image, not a testimonial. Nobody needs a model to have worn the coat, only to look right in it, which is exactly what image models do well.
- Every sample, every size, every season. One persona, unlimited looks.
- Consistency is the brand. The same face across a season is what makes it a campaign. Lock it with a reference sheet: here is how.
- The risk is the reader. Fashion audiences look closest. Fabric, hands and jewellery are where it breaks.
How to run AI fashion influencer ads
Post the persona’s looks organically, then put money behind the posts that already earn saves. On TikTok that is a Spark Ad from the persona’s handle.
How Spark Ads work is in TikTok Spark Ads. What fashion brands run in paid social today, filmed and generated, is in clothing ads. The wider picture of AI faces in ads is on AI influencer ads.
Director by Sprites is a full creative team for your startup. Every Monday you get finished, on-brand video ads, reviewed by a human. You never write a prompt.
Frequently asked questions
Who is the most famous AI fashion influencer?
Lil Miquela. She did a Prada Instagram takeover at Milan Fashion Week and an ad with Bella Hadid for Calvin Klein, both in 2018.
Did Guess use an AI model?
Yes. Guess ran an ad with AI-generated models in the August 2025 issue of Vogue, made by the agency Seraphinne Vallora. It drew a backlash.
Do AI fashion models work in ads?
They work for reach and novelty, as Kuki’s 11x ad recall for H&M shows. They draw criticism when they replace a real model in a premium placement.
Want fashion ads every week without a shoot?
New looks need new ads, every week. Director by Sprites is a full creative team for your startup, in private beta. Every Monday you get finished, on-brand video ads, reviewed by a human. You pick the winners. Sprites ships the campaigns.