Guess ad in Vogue magazine sparks controversy with its models
The newest issue of Vogue is sending shockwaves across social media -- not just because Anne Hathaway is on the cover amid filming for the "Devil Wears Prada" sequel, but for new Guess advertisements featuring images of AI-generated models.
TikTok has erupted over the August 2025 issue of the famed fashion magazine, calling out the California clothing company's ads, as well as Vogue for featuring them.
"The fact that they are using fake women in their magazines -- speechless," lifestyle creator Payton Wickizer said in a TikTok video.
Another fashion-focused user, Marissa Spagnoli, addressed Guess specifically, questioning if the brand had forgotten its roots, which she pointed out included "bombshell" campaigns with the likes of Eva Mendes and Drew Barrymore.
"This doesn't make me want to buy anything," Spagnoli said of the new AI model ad.
Another TikToker said, "We want to look at real people in magazines -- all of these models are going to be out of work, all of these photographers are going to be out of work."
A representative for Vogue’s parent company Condé Nast confirmed to CNN “that an AI model has never appeared editorially in Vogue.”
ABC News reached out to Vogue and Guess for comment on the ads but did not immediately receive a response.
The AI-generated models in the Guess ads were created by Seraphinne Vallora, a London-based AI marketing agency that created two different "models" for the latest Guess campaign, a blonde model dubbed Vivienne and a brunette model dubbed Anastasia.
In an interview with "Good Morning America," Seraphinne Vallora's co-founders Valentina Gonzalez and Andreea Petrescu said they are not in the business of replacing the modeling industry.
"We are here to co-exist together, and we will always see photography, stylists and everyone involved in a photo shoot as incredibly important," Gonzalez said. "The heart of fashion is photography. We will never challenge that."
"This is meant to just supplement and to add, you know, a new avenue of marketing," Petrescu added.
The agency and Guess have also faced criticism for perpetuating what some describe as unrealistic beauty standards -- a longtime critique of fashion magazines and their advertisers -- which experts say can have a negative impact on young girls and women.
"The more we're exposed to these images, they become normalized to us, and we start to basically idealize these images that don't actually exist," psychologist Dr. Nicole Hawkins told "GMA," adding, "then we compare to them and we feel inadequate."
Seraphinne Vallora says its work is catering to its clients' visions and and creating content that people react to.
"We are not here to change what their brand is. We are here to adapt to their needs and create something beautiful for each brand," Petrescu said.
"What do people respond to? Beautiful women, things that look surreal, things that are very stunning," Gonzalez added. "And when we get this backlash, we're like, well, that's what you responded to. If you had responded to other types of beauty, we would have done that."
