Aitana Lopez, a 25-year-old AI fashion model from Barcelona, has taken the fashion world by storm. Created by the Spanish modelling agency The Clueless, Aitana is the brainchild of designer and agency founder Rubén Cruz.
According to Cruz, he developed her during a time when projects were frequently delayed or cancelled, often due to challenges posed by human models or influencers rather than design issues.
With her striking pink hair and self-described outgoing and caring personality, Aitana has become a sensation. She reportedly earns between €3,000 (₹2,67,105) and €10,000 (₹8,90,350) monthly, according to her creators.
“We wanted to create a model that eliminated the challenges of dealing with egos, unpredictability, or excessive demands from real influencers,” Cruz explained.
Aitana’s appeal has captured the attention of major brands. She serves as the face of Big, a sports supplement company, and shares lingerie photos on Fanvue, a platform similar to OnlyFans.
Take a look at her profile:
Her Instagram account boasts over 343,000 followers, with celebrities, some unaware of her virtual identity sliding into her private messages. One Latin American actor even invited her on a date.
The agency attributes her success to her relatability, which, according to her graphic designer, resonates deeply with audiences.
As a result, brands are flooding The Clueless with requests for custom AI models, citing significant cost savings and avoiding challenges like firing or replacing real models.
However, Aitana’s rise has sparked criticism. Many worry her unrealistically perfect appearance may encourage young people to pursue unattainable beauty standards. Others express concern about the overtly sexualized image she portrays.
In response, the agency defends its approach, pointing out that they are merely reflecting the strategies employed by real influencers and brands.
Aitana Lopez’s story showcases a transformative shift in the fashion industry, offering brands new opportunities while raising important questions about the impact of AI models on societal norms.
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