Melbourne Fashion Brand Faces Backlash Over AI-Generated Models`

A Melbourne-based fashion label has sparked consumer outrage after being caught using artificial intelligence (AI)-generated models to showcase its clothing on popular e-commerce platform The Iconic. Customers blasted Atoir for the “deceptive” practice, noting the brand failed to clearly disclose that both the models and garments in their product images were digitally fabricated. The controversy erupted when an Australian shopper exposed the tactic on Reddit, sharing screenshots of a $400 dress displayed on an unrealistically “perfect” AI model without proper transparency.

The brand’s fine-print disclaimer buried at the bottom of the product description admitted the imagery was AI-generated but provided no real-world representation of how the clothing fits or drapes. Marketing experts warn this approach erodes consumer trust, particularly in fashion where fabric texture and cut are critical to purchasing decisions. “AI cannot replicate how a garment sits on the body,” one critic noted, while others compared the visuals to “realistic line drawings” that offer no practical value to shoppers. Industry professionals argue such practices could backfire, with Interlunar Media director Krishna Chandak stating “real content consistently outperforms” AI alternatives in building brand credibility.

The backlash highlights growing ethical concerns about AI’s role in retail, especially when brands prioritize cost-cutting over transparency. While AI-generated imagery might work for “commoditised sectors,” Chandak explained, it falls short in categories like fashion where authenticity drives sales. Consumers echoed this sentiment, with many vowing to boycott brands that substitute real models with digital constructs. “I won’t shell out hundreds for clothing I can’t even see on a real person,” one shopper remarked, reflecting widespread frustration over the lack of tangible product representation.

As AI tools become more accessible, brands must balance innovation with honesty to maintain customer loyalty. The Atoir controversy serves as a cautionary tale for retailers tempted to replace human models with algorithmically generated stand-ins. For now, shoppers are sending a clear message: in an era of digital deception, authenticity remains priceless. Until AI can accurately simulate fabric drape and fit, brands risk alienating customers by prioritizing artificial aesthetics over real-world utility.