Belgian supermodel Hannelore Knuts, known for her work with Chanel, Dior, Prada and Vogue, has joined AI modelling company BetterStudio as an investor and industry adviser.
BetterStudio, now led by Maltese entrepreneur Luca Arrigo, is developing “digital twins” of real models – AI versions created with consent, legal safeguards, and a verified label that distinguishes legitimate use from image piracy. Rather than replacing human talent, the company says its aim is to extend models’ earning power and make agencies “future-proof”.
Ms Knuts’ involvement follows months of conversations with BetterStudio on the need for clear boundaries and a legal framework around AI in fashion. She has publicly criticised the industry’s early “Wild West” phase, where brands experimented with AI-generated campaigns without acknowledging or compensating the people who shaped those brand identities.
Speaking during a recorded conversation with Severine Nijs, BetterStudio’s Head of Human Identity, Ms Knuts said she sees AI not as a threat but as a new tool – similar to how Photoshop eventually became a standard part of the creative process.
“AI is inevitable, but it shouldn’t erase the human core of the industry. A digital twin allows me to work in more places at once while I stay focused on the creative work that only I can do,” she said.
She emphasised the importance of BetterStudio’s verified label, which confirms that a model’s AI likeness is authorised and compensated.
“Anyone can copy images from the internet. The label shows what’s legitimate and what’s piracy. It protects models, creatives, and brands.”
Ms Nijs highlighted that the technology also responds to real industry challenges. Models can now avoid long, repetitive e-commerce shoots while still licensing their digital twin, freeing their time for campaign work. Agencies and photographers, she noted, can adopt AI without undermining their craft.
Ms Knuts said her decision to join BetterStudio stems from the company’s insistence on authenticity, quality, and respect for human identity:
“There’s an obsession for detail – not just skin, but body language, signature poses, personality. It reassured me that this isn’t about replacing models, but elevating what we do.”
