Full Breakdown
Huffer Faces Scrutiny Over Alleged AI-Generated Model Imagery
6/4/2026, 8:05:40 AM
Allegations of AI-Generated Model Imagery
Model Elijah Timmins-Scanlon of Red Eleven flagged a photograph in Huffer’s latest campaign as likely AI-generated. After commenting on the image, his Instagram account was blocked by Huffer’s page, prompting him to post a video outlining his concerns. He described the image as “going hard” and called the block “super disrespectful.”
Background: AI in Fashion Advertising
Fashion brands have recently used AI-generated models. Guess disclosed AI imagery in a Vogue ad in 2023, and Gucci marked AI-created images on X before its Milan Fashion Week show, sparking criticism over transparency. These cases illustrate growing industry debate over disclosure standards for synthetic imagery.
Legal and Ethical Concerns
Intellectual-property barrister Earl Gray warned that using a person’s likeness without clear consent could breach New Zealand’s Fair Trading Act, which bans misleading representations. He noted that assessing liability depends on the model’s public profile and context, making determinations complex. The Fair Trading Act treats any depiction that could mislead viewers about a person’s consent as deceptive.
Official Statements & Responses
Huffer managing director Kate Berry asserted that model faces have not been altered beyond routine computer-assisted design and noted that computer-design support has been a standard practice in the industry for three decades. She declined to comment on the specific image and said the Instagram block resulted from a breach of community standards. Red Eleven has been proactively seeking early discussions with brands about image manipulation. Red Eleven owner Mandy Jacobsen said agencies expect clear communication when AI depicts models and called for dialogue with brands.
Criticism & Opposition
Timmins-Scanlon stressed the need for transparency, saying, “From a business perspective, I get it, trying to cut costs. I think for me it’s the transparency.” He noted Huffer’s invoices now contain clauses prohibiting image manipulation without permission.
Conflicting Reports & Gaps
Huffer has not confirmed whether the image was AI-generated, leaving a factual gap. The brand cites long-standing design support but offers no proof the disputed photograph was created by AI, while the model’s analysis suggests otherwise.
Verbatim Quotes
- “Yo that ai model actually goes hard.” — Elijah Timmins-Scanlon, Model
- “No faces of our models have been changed other than in normal computer-assisted design.” — Kate Berry, Managing Director, Huffer
- “Computer design support has been used in our industry for 30 years.” — Kate Berry, Managing Director, Huffer
- “You’d need to analyse the particular starting point – how well known the talent is and in what way and how close the context of the subsequent publication. Which, of course, doesn’t make it very easy for talent.” — Earl Gray, Intellectual-Property Barrister
