Aitana López has 266,000 followers on Instagram, she lives in Barcelona, has pink hair, enjoys exercising, and works as a model for different brands. In fact, the famous Llongueras has given her a makeover after joining his team. So far, you might think, everything is normal in the day-to-day of the Internet, just another influencer. But no. Because Aitana López doesn’t exist.
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That’s right: from his first reel half a year ago until now, López has grown like foam in the hands of his agency, The Clueless, which is dedicated to creating models through artificial intelligence. They don’t complain, they wear whatever and, obviously, they don’t charge. If so many brands have sided with them, it’s for a clear reason: to be the first to arrive and be at the forefront of “the digital”. That concept.
The model pretends to travel to Madrid, Andorra and Vienna, enjoy Blink 182, celebrate New Year’s Eve… And, just in case, except for exceptions, she hides the great battle behind programs like MidJourney: the hands. In the end, the trick had to be revealed somewhere.
This is not the first model made by AI: in 2022, Shudu, an Afro-American model that has been perfecting its realism over the months, started uploading images to Instagram… and has ended up starring in magazine covers and campaigns for brands. She has 240,000 followers and her creator is a white man, Cameron-James Wilson, who does not see an ethical problem in what is obviously an ethical problem.
We are just a short time away from virtual models claiming their position in showrooms and catwalks, and time (and AI improvement) will tell if Aitana López’s haircut becomes just an anecdote or something more serious. For now, there are surely a few models getting ready for strike Hollywood-style. Just in case.
