Written by Intern Queeny George M.H, Team Allycaral
The British Fashion Model Agents Association (BFMA) and London-based agency The Milk Collective have released a petition urging the UK government to take legislative action to protect models from having their likeness exploited by artificial intelligence. The petition, which has already gathered more than 2,000 signatures, comes at a time when concerns are rising about AI-generated imagery threatening the future of real-world modelling careers.
In an era where brands can generate hyper-realistic images from scratch, many models worry that their unique appearances may soon be replicated digitally — without fair compensation, consent, or control. The BFMA, which represents over 5,000 models, stated in their petition that “clients should not be using AI to obtain, manipulate, distribute and potentially own models’ data without their consent and without following industry-agreed principles & practices.”
Historically, models have operated within clear contractual frameworks that define the terms of image usage, duration, and compensation. But AI disrupts this system, enabling content to be created and distributed without those protections. Brands like H&M have attempted a middle ground — partnering with select models to create digital twins, which they use in AI-generated campaigns. However, the larger industry lacks any universal safeguards.
Vogue recently faced criticism for running an AI-generated ad for Guess, highlighting the growing tension between creative innovation and ethical concerns. As the adoption of AI accelerates, the fear of replacement continues to grow, prompting many in the fashion industry to call for clearer guidelines and stronger legal frameworks.
The petition marks a significant moment in the dialogue around technology, image rights, and creative labour. It remains to be seen how regulators will respond, but the message from the modelling community is clear: AI must not erase the rights — or the livelihoods — of real people.
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