Can AI models take over the Indian fashion scene?

KyraFashion, fitness, and lifestyle model Kyra has been on the covers of various fashion magazines and collaborated with major brands. Her Instagram bio describes her as a ‘Dream chaser, model, and traveller,’ where she shares insights on fashion, food, travel, yoga, and celebrity collaborations. Her work is managed by Sravya N, who was also created using AI
Followers on Instagram: 273K
Launched: January 2022
Location: Mumbai
NainaThis 22-year-old AI model promotes fashion as well as hosts her own show on Insta where she interacts with celebrities and is often captured by the paparazzi. Her content reflects a lot of Gen Z girl's interests – fashion, beauty, fitness and entertainment
Followers on social media:211K
Launched: October 2022
Location: Jhansi

Virat KrishnanThis 28-year-old AI model describes himself as India’s first AI Luxe curator. He promotes the finer things in life, from expensive perfumes to cars and more!
Followers on social media: 104K
Launched: February 2024
Location: Mumbai

AishaThis AI model started by catering to a more ethnic aesthetic when it comes to fashion, fitness and beauty. The 21-year-old has gradually progressed to bolder looks
Followers on social media:54.4K
Launched: January 2024
Location: Mumbai

The AI models complement, rather than replace, real-life models. Brands recognise the value of aligning with an AI model like Naina, who presents innovative and engaging content. This drives consumer engagement and loyalty
- Abhishek Razdan, co-founder of the company that created Naina and Virat
Cost of hiring an AI model: Brand campaigns range from Rs 5 to `10 lakh depending on multiple deliverables like video, images and social media posts.

Popular AI influencers charge Rs 6 lakh for an Instagram reel, depending on the complexity of the brief.

HOW ARE AI MODELS MADE? AI models are created using latest generative AI and computing. Himanshu Goel, co-founder of the company behind Kyra, explains, “Kyra was developed using CGI and software such as Maya, Cinema4D, and Unreal Engine. Her personality and conversation engine are powered by LLM, an AI program that can recognise and generate text. Content creation involves in-house production based on creative briefs. Designers, marketers, and stylists do the content.”

FASHION BRANDS ARE SWITCHINGBrands feel AI models can save time and be cost-effective. Gunriddh Sial, creative director of a fashion brand, says she started using AI models last year. She says: “I can choose the model, venue, and time of day for the shoot. Other details can be controlled with prompts. It provides monetary benefits and saves time. After the campaign, most people could not distinguish between real models and AI models.”
Kanika Bhatnagar, who collaborated with AI model Naina for her jewellery brand, says, “AI models come with a team of highly skilled technicians and developers, giving a certain finesse to the look. It does build intrigue in customers and gives a tech edge to the brand, which works great from an optics point of view.”

HOW MODELS VIEW THE TREND
In India, modelling is not seen as a full-fledged career. Many venture into other professions for long-term stability. AI models will have limited impact as models anyway have other work in the entertainment
industry- Niketan Madhok

The industry hosts many fashion weeks, but these don’t always mean more buyers. Designers who attract buyers don’t rely on AI models to grab attention; they understand their niche, value, and target audience. Modelling is a short-lived career, but those who are good at their job can cross over internationally- Ujjwala Raut