The fashion brand Aurela Hoxha is facing criticism after a viral video exposed the use of extreme digital filters to alter the bodies of its models. The fashion and swimwear label, which has a significant following on Instagram, has been accused of distorting models' figures to achieve longer legs and smaller waists.
Fitness coach Jackson Johnson brought attention to the alleged edits in a video that has garnered over 1.2 million views. In the clip, Johnson points out what he describes as unnatural warping of the models' bodies, particularly around the stomach area. He asserted that the brand is using these modifications to make videos go viral and contributes to negative body image issues.
Johnson called on Aurela Hoxha to remove the video, issue an apology, and take responsibility for the edits. The comments section of his video filled with users expressing similar sentiments, with many noting the models' bodies appeared distorted and unrealistic.
Dr. Armin Ashenberg, an AI and legal expert at Western Sydney University, commented on the situation, observing apparent body shape changes in the video that could be indicative of digital manipulation. While he could not definitively confirm the use of artificial intelligence, he advised that advanced video manipulation makes it increasingly difficult to distinguish real from fake content.
Dr. Ashenberg cautioned that exposure to digitally altered images can lead viewers to compare themselves to unattainable body shapes. He stated that the repeated appearance of such altered ideals can reinforce unrealistic beauty standards and exacerbate body dissatisfaction, particularly among younger audiences. The expert also raised concerns about the ethical implications for consumers, as misleading garment fit or product capabilities could influence purchasing decisions.
He emphasized the importance of corporate responsibility and transparency, urging brands to be upfront with their customers. "We shouldn’t let AI-generated ideals of perfection become the norm against which real people are judged," Dr. Ashenberg said.
News.com.au has reached out to Aurela Hoxha for comment.