TikTok has erupted over the August 2025 issue of the famed fashion magazine, calling out the California clothing company's ads, as well as Vogue for featuring them.
⁘The fact that they are using fake women in their magazines -- speechless,⁘ lifestyle creator Payton Wickizer said in a TikTok video.
Another fashion-focused user, Marissa Spagnoli, addressed Guess specifically, questioning if the brand had forgotten its roots, which she pointed out included ⁘bombshell⁘ campaigns with the likes of Eva Mendes and Drew Barrymore.
Another TikToker said, ⁘We want to look at real people in magazines -- all of these models are going to be out of work, all of these photographers are going to be out of work.⁘
A representative for Vogue's parent company Condé Nast confirmed to CNN "that an AI model has never appeared editorially in Vogue."
ABC News reached out to Vogue and Guess for comment on the ads but did not immediately receive a response.
The AI-generated models in the Guess ads were created by Seraphinne Vallora, a London-based AI marketing agency that created two different ⁘models⁘ for the latest Guess campaign, a blonde model dubbed Vivienne and a brunette model dubbed Anastasia.
In an interview with ⁘Good Morning America,⁘ Seraphinne Vallora's co-founders Valentina Gonzalez and Andreea Petrescu said they are not in the business of replacing the modeling industry.
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