David Gandy, the Essex-born supermodel whose career spans nearly a quarter of a century, says the fashion industry faces an existential threat from artificial intelligence. He argues that AI-generated imagery, which can debut campaigns with models who do not exist, could upend a profession built on real people and real artistry. Gandy and more than 2,000 industry professionals, including Twiggy and Yasmin Le Bon, have pressed the government to safeguard likeness rights as generative AI becomes increasingly capable of creating convincing human images in seconds. "We’re now seeing campaigns created by the likes of Guess and other brands where the model doesn’t exist at all. Whether that is AI learning — they call it scraping — little bits of imagery from different models and different people, and creating that into an image, is one of the grey areas and the problems," he says. He adds that without regulation, the fashion ecosystem could suffer broadly, affecting models, photographers, makeup artists, hairdressers, and even locations used for shoots. "Britain produces some of the greatest models, and we want to keep that tradition going."
Ahead of London Fashion Week, Gandy spoke to BBC News from his home near London’s Richmond Park about how AI could reshape the industry and what safeguards might be needed. He cautions that the shift could extend beyond aesthetics to affect the mental health of young people who are exposed to increasingly convincing but entirely fictitious images. "Looking at something that isn’t even real — where the person doesn’t exist — we don’t yet know the impact of that yet," he says.
Gandy’s career took off after a long-running association with Dolce & Gabbana, most famously fronting the brand’s Light Blue fragrance campaign that began with a Capri-set image of him at the helm of a boat, wearing only white trunks and sharing a beach embrace with model Marija Vujović. He remained the fragrance’s face for 18 years, a run he credits with helping him reach a status comparable to that of his female counterparts. "They were paid so much more than us — rightly so. I just wanted to even things up a little bit," he jokes, alluding to pay dynamics in the industry during the early 2000s. His work in the 2010s and 2020s helped to cement his position as one of the few male models to become a household name.
Gandy’s concerns about AI extend beyond the bottom line. He argues the shift could erode the collaborative artistry of fashion imagery, which relies on photographers, stylists, makeup artists, hairdressers, assistants, and even specific locations. "The idea that you’re taking away this artistry from people, the hairdressers, the makeup artists, lots of assistants, even the location itself. You’re making that whole element redundant," he says. While acknowledging that AI has a place in the industry, he stresses the need for guardrails that preserve human contributions and the integrity of imagery. "There has to be regulation," he insists.
Gandy, who shares two young daughters with his partner Stephanie Mendoros and keeps his private life notably shielded, says he has long separated his personal life from his public persona. They live near the capital with their rescue dog, Dora, and he is careful to keep family images private. "I’ve always split my private life and my business life. They’re two separate things. No one knows what my children look like; there are no images of them online. And I won’t be posting what I had for breakfast!" He smiles, describing a domestic moment at home and shifting to lighter talk about family life, including how his daughters enjoy dressing him up in bunny or bear ears during visits to the garden.
Even as he guards his privacy, Gandy notes that some of his children’s friends recognize him from adverts, though he says he does not seek to correct people in the street. His perspective is tempered by the reality that the fashion industry is already deeply entwined with AI-driven processes, from data-driven casting to image generation and manipulation. He points to the potential for AI to democratize or fragment access to modelling opportunities, adding that the ecosystem should evolve in a way that protects the livelihoods of performers and the craft that surrounds the imagery.
The government’s response to industry concerns emphasizes that AI brings both opportunities and challenges. A spokesperson said: "Fast-moving technologies like AI bring huge opportunities and also complex challenges. We know some individuals are concerned about their ability to protect their likeness. UK law already offers some protection for aspects of a person’s identity, and we continue to seek views on how they are working and if any changes may be needed." The note also acknowledged that Guess was approached for comment on the matter.
As London Fashion Week approaches, Gandy’s stance underscores a broader debate within culture and entertainment about artificial intelligence’s role in fashion, the rights of public figures and private individuals, and the resilience of one of Britain’s most storied creative industries. The conversation is likely to shape policy and practice in the months ahead as designers, brands, workers, and lawmakers weigh how best to harness AI without erasing the human touch that has defined fashion for decades.
As the industry evolves, Gandy remains a vocal observer of the balance between innovation and tradition, calling for safeguards that protect the integrity of modelling as a profession, while acknowledging that AI may reshape the ways campaigns are produced and consumed. His comments arrived as part of a broader public discussion about how best to regulate synthetic media, a conversation that will unfold in policy circles and on fashion runways in the months ahead.
A final note from Gandy highlights the personal line he draws between fame and privacy. He says the right balance is essential to maintaining the well-being of models, photographers, stylists, and others who contribute to fashion imagery. As the industry stands at a crossroads, his message is clear: protect the people who have built its tradition, even as technology offers new possibilities. The fashion world will be watching London Fashion Week and the policy discussions that follow, seeking a path that honors craft, creativity, and the real people who bring campaigns to life.