"Consent should always come first."
Content creator Ayesha Tahir recently alleged that a popular clothing brand used her face for AI-generated fashion advertisements.
The brand known as Engine reportedly utilised her likeness for their latest collection without obtaining any prior legal consent.
Tahir shared her concerns on Instagram after discovering her face being used to promote various new clothing items.
Although she has previously worked for the brand, she was not involved in this particular fashion campaign.
“Using someone’s face through AI without their permission is not okay, in any situation.
“Consent should always come first, whether the content is real or digitally created.”
The influencer attempted to resolve the issue privately with the company before deciding to take the matter very public.
Local news publications have reached out to the brand, but they have not provided a comment yet.
She received no response from the brand management, which forced her to highlight the unethical situation on social media.
Tahir admitted that the AI-generated visuals were so realistic that she was initially confused by the high-quality images.
She explained in various follow-up stories that she initially believed she might have forgotten a small photoshoot.
The realisation hit when she saw her face appearing on an impossible number of different items across the website.
She suspected the brand might have conducted a faceless photoshoot and then digitally pasted her face onto another model.
This controversial practice raises significant legal and ethical concerns regarding the future of modelling and digital ownership for creators.
Many prominent figures in the Pakistani entertainment industry have stepped forward to support Tahir during this very difficult time.
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Miss Universe Pakistan Erica Robin and TikToker Romaisa Khan tagged the brand to demand a clear public explanation.
Hania Aamir also shared the appeal on her own platform, asking the brand to look into this.
RJ Sabah Bano Malik described the incident as a violation of consent and a form of digital identity theft.
She specifically noted the general ‘ickiness’ of using technology to exploit the image of a professional model without payment.
While the brand has not issued a public statement, they have since removed the disputed images from the website.
Tahir emphasised that the real problem is not the technology itself but the deliberate and illegal misuse by people.
She believes that creators and models must maintain full control over how their personal image is used for commercial purposes.
Many followers are waiting to see if Engine will eventually offer a formal apology to Ayesha Tahir.
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