There was a stir on social media when Pakistani fashion label Wajayesha Official posted several pictures of Bollywood actress Alia Bhatt. The photos showed Alia modeling the brand’s latest silk suit collection—but fans quickly recognized that the photos were not real, but AI-edited.
Dressed in outfits in colors like black, burgundy, emerald teal and lavender, the images of Alia looked so “perfect” that many users suspected that it was not part of an official shoot.
The brand’s surprising answer – “Make it viral, maybe they will also know”
As soon as the post went viral, there was a flood of reactions on social media. Some users called it “cheap AI marketing”, while others warned the brand of legal action. One user wrote, “She will file a case against you!” Brand shockingly replied: “No, she won’t.” Another user asked if Alia was aware of the shoot, to which the brand replied, “Please make it viral so that she also knows.” Such responses further escalated the controversy and took the online debate to a new level.
Fans’ anger: “This is AI, and it’s wrong”
Many fans clearly said that this is completely AI-generated content and it is wrong to use a celebrity’s image without permission. One comment read: “This is AI, I will report it.” The brand replied, “But we do have the original product.” Another user called it “cheap AI marketing”, to which the brand again responded controversially – “Yes, but we have the real thing.”
What is the truth of real photos?
According to reports, the photos used were not part of any official fashion campaign. One of these images is said to be from L’Oréal Paris’ 2024 Paris runway event, where Alia Bhatt walked. The rest of the photos were allegedly taken from her old social media posts and public events, which were edited with the help of AI to look like new fashion shoots.
New controversy begins on AI fashion marketing
While on one hand technology is giving a new direction to marketing, on the other hand the debate on the use of digital identity without permission has intensified. This incident may further strengthen the demand for new rules regarding AI-based fashion editing and celebrity rights in the future.