TLDR: The British Fashion Model Agents Association (BFMA) has initiated a petition, ‘My Face Is My Own,’ signed by 2,348 models, demanding robust protections against the unauthorized use of their likenesses by artificial intelligence. The petition highlights concerns over job displacement, the theft of image rights, and the urgent need for new legislation to ensure fair and transparent AI integration within the fashion industry.
The British Fashion Model Agents Association (BFMA), the leading trade body for the UK model industry, has launched a critical initiative titled ‘My Face Is My Own’ to address the escalating concerns surrounding the use of artificial intelligence (AI) in fashion. This petition, supported by 2,348 professional models, unequivocally states that models have not granted permission for their likeness, image, or characteristics to be used for any AI purposes, including the training or operation of generative AI models and deepfake technologies.
The BFMA emphasizes that without appropriate safeguards, the unrestrained use of AI could severely damage the careers of many within the industry. The petition calls for immediate recognition of individual image rights and the establishment of clear ethical boundaries for AI use. It underscores the necessity of obtaining express written consent directly from models, on a voluntary and uncoerced basis, for any AI application of their image.
Simon Chambers, owner of Storm Model Management and director of the BFMA, has been investigating AI’s potential impact on fashion for four years, recognizing the threat it poses to models’ livelihoods. Miranda Cantacuzene-Speransky, Elite London Agency Director, echoed these sentiments, stating, ‘As we navigate this evolving chapter, it’s essential that we protect our models.’
The UK fashion model industry is a significant contributor to the national economy, generating approximately £150 million. The BFMA warns that the unchecked use of AI could lead to substantial unemployment across the entire fashion sector, impacting not only models but also photographers, stylists, casting agents, and hair and make-up artists.
A key point of the petition is the existing legislative gap in the UK concerning the exploitation and protection of image rights. The current legal framework relies on a patchwork of laws, including data protection, passing off, performer’s rights, advertising codes, and criminal legislation, which the BFMA deems insufficient.
While acknowledging that AI is ‘here to stay’ and the industry must work with it, the BFMA insists this must be done in a ‘fair, transparent, managed and constructive manner.’ The association is set to publish its own set of guidelines, which will reinforce the warning that ‘without appropriate safeguards and ethics in place, unrestrained use of such technologies may significantly damage the careers of many models in the industry.’
Recent developments, such as H&M’s ‘digital twin’ campaign, where models had AI replicas created with their consent, highlight the industry’s evolving landscape. While proponents argue this could open new income streams and offer logistical benefits, concerns remain about brands bypassing human models entirely to cut costs, leading to ‘erasure’ rather than innovation.
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The EU AI Act, slated for introduction in 2026, will require AI-generated images to be labeled as such, indicating a growing global recognition of the need for regulation in this space. The BFMA’s petition serves as a powerful call to action for the UK government to implement similar robust protections for its modeling talent.
