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Fashion brand accused of using AI to alter models’ bodies — and is called out by vocal online critics
Fashion label Aurela Hoxha is facing online criticism over allegations that digital effects were used to make models’ legs appear longer and waists smaller in promotional videos. A fitness coach says the edits could reinforce unrealistic body expectations and has urged the brand to remove the footage, apologise and take responsibility.
The coach’s video has attracted more than 1.2 million views, with viewers describing the models’ appearances as distorted. AI and legal expert Dr Armin Ashenberg said a body shape appears to change at one point, but he could not confirm AI was used; he warned that advanced editing can be difficult to spot and may mislead shoppers about how clothes fit. The brand had been contacted for comment.
In short
- Aurela Hoxha faces allegations of digitally altering models’ bodies.
- A critic’s video about the footage has passed 1.2 million views.
- An expert says the edits are unconfirmed and may mislead viewers.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
If the footage digitally changes models’ bodies, the brand should take responsibility: viewers may reasonably see the images as misleading about how its clothes fit, while repeated idealised proportions can add to unrealistic body expectations. Removing or correcting the footage and explaining what was edited would support consumer trust and more responsible marketing.
The case against
The allegations remain unconfirmed: an expert noted an apparent change in body shape but could not establish that AI was used, and the brand had not yet commented. Editing can be used for many promotional purposes, so criticism and demands for an apology should allow for clarification before treating the footage as deliberate body alteration or assuming it misrepresents the clothes.
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