The new international alliance FAIRe is launched today from Denmark as a call to action against the rising use of AI-generated models, which threaten jobs, ethical standards, and authenticity in the fashion industry. A movement serving as a monumental step towards taking responsibility for the digital future we are shaping together.

FAIRe – Fashion Alliance for Integrity, Rights, & ethics – is an international movement founded to protect the rights of professionals within the industry – from designers to models, stylists, photographers, and everyone else in front of and behind the camera. The alliance brings together agencies, brands, and creators across Europe to establish a framework of ethical rules and standards in the use of artificial intelligence. The initiative is led by Danish entrepreneur Jannick Lindberg, founder of the modeling agency Le Management, and already includes over 50 model agencies from countries like Denmark, Sweden, Norway, Germany, and the Netherlands – with growing support from Spain, the UK, and beyond.

The purpose is to ensure respect for rights, diversity, and transparency in the face of rapid technological development.

“The fashion industry is built by real people – creative, passionate, and unique people. We’re not against the use of technology, but we believe it must be used responsibly,” says Jannick. “Fashion is not just about clothing. It’s about culture, identity, stories, and emotion. If we allow computer-generated avatars to replace the people who have invested their hard work and dedication, we risk sacrificing the essence of the fashion industry.”

FAIRe warns against the uncontrolled use of AI tools that replicate human appearance and creative work without consent. In the fashion industry, creators face new challenges as AI technologies draw from existing work – often without clear rules, rights, or credit. That’s why FAIRe is taking a stand — to help create a future where innovation and integrity coexist. “We want a fashion industry that is FAIRe – for our models, for creative professionals, for audiences, and for the generations to come,” Jannick concludes.

Learn more and join the alliance at www.faireproject.com