The British Fashion Model Agents Association (BFMA) has launched a petition, backed by more than 2,000 signatories, calling for urgent safeguards against the unauthorised use of models’ likenesses by AI – warning that unregulated image theft threatens jobs and the wider fashion economy.

The petition comes as the use of AI-generated images has become more widespread allowing for the quick creation of editorial images while saving on the cost of in-person fashion shoots. In 2023, Levi’s announced a partnership with Lalaland.ai to create photorealistic AI models for use on its ecommerce website.

In a recent feature in The Times, renowned hair stylist Sam McKnight commented: “H&M has already done a shoot with AI models. That’s a signal for the future. AI is going to be a huge issue for hair and make-up people and stylists.”

In a statement accompanying the ‘My Face is My Own’ petition the trade association of the UK model industry said: “AI is something with which the fashion industry acknowledges it must work” but warned that its use must be conducted in a “fair, transparent, managed and constructive manner”.

“Clients should not be using AI to obtain, manipulate, distribute and potentially own models’ data without their consent and without following industry-agreed principles and practices.”

The association, which represents represents over 5,000 models and is affiliated to the British Fashion Council, says the fashion model industry contributes some £150million to the UK economy. 

The lack of regulation, the BFMA says, encourages the theft of models’ images and the infringement of their rights leading to significant unemployment across the entire fashion sector.

Commenting in a Business of Fashion article on the petition John Horner, the Chairman of the BFMA described models as “the epicentre of the industry.”

“Because, take out the model and all the other bits fall aside, you lose photographers, you lose stylists, hair and makeup artists, everybody who supports a shoot is no longer required, that’s a risk.”

The petition says its 2,348 model signatories have not granted any permission for their likeness, image and/or characteristics to be used for any artificial intelligence purposes and highlights the existing gap in legislative protection in the UK for the exploitation and safeguarding of image rights.

The petition is supported by the British Fashion Council, Bectu, Bectu Fashion UK, Creative UK, The Association of Photographers, Creators’ Rights Alliance and Fashion Roundtable.