Clothing chain Gina Tricot faced sharp criticism from influencer Sophie Elise Isachsen in 2026 after rolling out a marketing campaign featuring artificial intelligence models.
Shoppers should take immediate economic action against the retailer according to Isachsen in an interview with Seher.
Computer-generated figures set a dangerous standard for the fashion industry and young consumers.
Isachsen pointed out that unnecessary reliance on artificial intelligence directly threatens employment for makeup artists, hair stylists, photographers, designers, and human models who depend on commercial work.
Operating as an independent entrepreneur, she expressed deep concern that wealthy corporations continue to accumulate more money while eliminating available labor forces.
She suggested that the company should replace its current leadership and marketing strategy team.
She criticized the environmental footprint tied to extensive artificial intelligence usage and encouraged consumers to support alternative businesses that refrain from cutting corners on labor.
AUF Norway central board member Hannah Owe Hope published a critique in Aftenbladet regarding the psychological impact of flawless, poreless, and asymmetrical-free digital renderings on young girls.
Hope noted that the company previously drew negative attention over its Young Petite children’s collection before populating advertisements with non-existent digital figures.
Nå er ikke engang modellene ekte lengre.
Hope emphasized that young girls already confront an immense amount of appearance and beauty pressure in daily life.
Exposing them to technologically constructed standards that are entirely impossible to achieve creates an unhealthy environment where commercial entities spend millions promoting unattainable perfection.
Gina Tricot communications manager Amanda Samuelsson stated that the brand has utilized artificial intelligence in a limited capacity for over a year and intends to continue developing the technology to work more efficiently, as reported by Europesays.
Samuelsson noted that the organization has familiarized itself with the surrounding viewpoints and respects that varying perspectives exist concerning the technology.
Samuelsson rejected the notion that the digital tools replace creative teams, asserting that human competence remains central to content creation.
She confirmed that the enterprise reviews all generated product material extra carefully using human eyes prior to publishing.
She added that every generated image originates from a real product photograph rather than a text prompt alone, and that the company marks such material in accordance with current regulations.
According to the communications manager, the published digital assets have generally been well received by customers.
