When one of Pakistan’s top clothing brands unveiled its latest campaign featuring an AI-generated model, the internet went into overdrive. Some hailed the move as forward-thinking—a glimpse into the future of fashion—while others dismissed it as a cold, cost-cutting gimmick that removed the human essence of style.
As the digital era reshapes creative industries worldwide, artificial intelligence is fast becoming a silent partner – from design boards to digital campaigns. But the question is: at what cost? Can AI really replace the human touch that defines fashion? To explore this, Pakinomist Digital spoke with leading voices from Pakistan’s fashion scene – designer, stylist and model – each bringing a nuanced perspective to a debate that has just begun.
‘AI is the future – but perfection is not always related’
Parishae Adnan, a Karachi-based fashion designer, said AI is nothing to fear.
“If we look at the current scenario, yes – human models are being replaced by AI and AI tools are being used in the fashion industry just like in any other sector,” she said. “There is no harm in using artificial intelligence as a model. It is the future.”
But while she embraces technology, Parishae recognizes its emotional limitations.
“The only problem I find with AI models is that they are too perfect. Humans are not. If you look closely at that campaign, the model’s skin, lighting and placement are flawless – almost unreal. That’s why it doesn’t connect with us emotionally.”
Parishae, which also integrates AI tools into its business operations, believes in blending innovation with practicality.
“AI helps me identify which of my stores need to be rebuilt and by how much. A human would take time to calculate it, but AI gives me answers in seconds. My team still does it – but AI saves us time and effort.”
Still, she believes the future depends on balance, not replacement.
“I think artificial intelligence will not replace humans in the fashion industry – but people need to understand how to control it, how to limit its use,” she added. “That’s where the real challenge lies.”
‘If AI cuts costs, what’s the big deal?’
The debate is not only creative – it is economic. Pakistan’s fashion industry, like much of the country, is struggling against inflation and rising production costs. From thread to fabric, prices have almost doubled in the past two years.
“In Pakistan we are facing an economic crisis. The cost of living – even dying – has doubled,” Parishae said with a wry laugh. “If a brand uses AI models to cut costs, what’s the big deal? If I find something cheaper and better, I’ll go for it. People think brands overprice, but if you buy the fabric and have it sewn yourself, it will cost almost the same.”
‘AI models can’t walk the ramp – or feel the emotions’
Erica Robin, Pakistan’s first ever representative at Miss Universe 2023, was among those who received the viral campaign photos in her inbox.
“A lot of people DMed me the campaign photos,” she said. “I found it innovative – it’s great to experiment with technology. But I feel AI tools can be used in better ways than replacing humans with AI models.”
Erica believes that human models bring something irreplaceable to the frame.
“We work eight hours a day – sometimes day, sometimes night. I’m not saying others don’t, but modeling is hard work. The advantage of working with a human model is that you don’t have to keep giving instructions. Once I understand the concept, I’m on it – I know my work.”
For Erica, modeling isn’t just posing—it’s performance.
“As a model, I don’t think we take too much,” she said. “If we deliver results, we charge for the effort we put in.”
“The silhouette, the walk, the expression – it’s something only a human can bring to life. You can encourage a machine, but you can’t make it feel. Audiences connect emotionally when they see familiar faces like Hania Aamir or Mahira Khan wearing an outfit. That connection makes them buy. Now imagine a catalog full of AI models in the same way?”
For Erica, AI can help – not replace.
“It’s a tool, not a replacement. If we remove human models, what happens to photographers, stylists and makeup artists? The whole creative chain collapses.”
‘Fashion without emotion is fashion without soul’
Veteran stylist Tabesh Khoja, known for his award-winning work across the industry, echoes this sentiment.
“When people browse a brand’s catalog, they feel emotions — they imagine themselves wearing these outfits,” he explained. “If they see a model that’s not real, that connection goes away.”
Khoja worries that the rise of artificial intelligence could exacerbate unemployment in an already fragile creative economy.
“If technology helps people grow in their professions, that’s great. But if it takes away their jobs – where do we stand?”
Still, he acknowledges that AI will open up new roles in the long term.
“We will see more AI companies, assistants and experts entering the fashion world. But AI can’t blow dry hair or do makeup. It can tell you what color suits you, but it can’t sense what that color makes you feel.”
For Khoja, fashion is more than aesthetics – it is an emotional experience.
“Fashion is built on emotion – from creation to execution. The makeup artist, the photographer, the stylist – everyone adds their human touch. If you take the soul out of it, what’s left? A fashion industry without emotion is an industry without a soul.”
As global brands with digital clones of models face backlash, Pakistan’s fashion world is now finding itself treading the same path. The industry is at a crossroads, balancing innovation with identity and efficiency with empathy.
AI may make campaigns faster, cheaper and visually flawless – but as every designer, model and stylist agreed, fashion isn’t just about how it looks; it’s about how it feels. And it remains, at least for now, beautifully—and irreplaceably—human.
