They never stood in front of a camera for these
The people in the original photos are real. The images beside them are not, they are AI-generated. A digital twin is built once from photos that already exist. After that a new shot no longer needs an appointment, only a description: red leather coat, hard studio light.
Why this is the harder case
An invented face only has to match itself. Nobody notices if the nose sits slightly differently in the twelfth image.
With a real person it shows at once. And it shows to the people who see them every day. That is what decides whether a digital twin is usable or merely a rough likeness.
The big houses are long past this point. H&M created digital twins of thirty of its models in 2025. In May 2026 Zalando stated that around 90 per cent of its marketing content is produced with AI.
Valeriya
Real photo
AI-generated
AI-generated
AI-generated
Olga
Film festival in Cannes, the red carpet, a hall of mirrors in a hotel. I was at none of these places.
Up to here it was about the face. The location is the other half of the job. It has to look real and stay the same across several images. Shooting on site would mean a flight and a festival accreditation.
AI-generated
AI-generated
AI-generated
AI-generated
Frequently asked questions
What is a digital twin?
A digital twin is an AI model of a real person, built from photos that already exist. New images can then be produced without that person stepping in front of a camera again — a new shot no longer needs an appointment, only a description.
Is the person still recognisable in the AI images?
That is exactly what decides whether a digital twin is usable. An invented face only has to match itself; with a real person every deviation shows immediately, and it shows to the people who see that person every day.
Can the location be chosen freely?
Yes. On this page Olga Evangelou stands on the red carpet in Cannes, on the Croisette and in a hotel hall of mirrors — she was at none of those places. The location has to look real and stay the same across several images.
Does a digital twin have to be labelled?
Yes. When a real person is shown AI-generated, the EU AI Act has required a clear label since 2 August 2026. On this page every single image carries a note saying whether it is real or generated.
Do I need the consent of the person shown?
Yes. No digital twin may be published without that person's consent. Everyone shown here has agreed to publication.
How many photos does a digital twin need?
The twin is built once from photos that already exist. After that a new shot no longer costs a production day.
Want to know how to do this yourself?
The twin is built once. After that a new shot no longer costs a production day. Get in touch and we will go through your case.
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