The line between real and artificially generated representations is becoming increasingly blurred. The VSM is convinced that this line needs to be protected in the interests of models, their personal rights, and their individual integrity.

Models are not a source of data. Their appearance is part of their identity and may not be digitally altered, reproduced, or used for AI-generated content without their express consent. The VSM is clearly committed to protecting the personal rights of all those involved, including in the digital space.

Visual communication in the fashion and advertising industries shapes how people perceive themselves and others. AI systems can reinforce stereotypical images of beauty and establish an unrealistic norm. The VSM is therefore committed to genuine representation and diversity: visible, authentic, and human.

The association is in dialogue with creative associations and institutions in Germany and abroad to jointly develop ethical standards and a clear legal framework for the use of AI. Technological developments are welcome as long as they are based on transparency, consent, and fairness.

In this sense, the following applies:

• The image or voice of a model may not be altered, reproduced, or simulated by AI without express consent, for example through digital reproductions, avatars, or generative image systems.

• Similarly, the use of models' appearances for training or generating AI content is generally prohibited unless all persons involved have given their express consent and appropriate compensation has been provided.

• Image editing in the sense of classic retouching, for example of light, color, or skin tone, is possible provided that the real appearance is not significantly altered.

• In addition, the VSM advocates the transparent labeling of AI-generated content and is committed to establishing this as an industry standard.

The VSM stands for fairness, responsibility, and the preservation of human and creative integrity, even in a technologically driven future.