Huffer, the AI accusation and the question that remains - The Spinoff

In June 2026, New Zealand model Elijah Timmins-Scanlon publicly challenged the fashion brand Huffer regarding imagery he believed to be an AI-generated likeness of himself and his brother. The dispute emerged after Timmins-Scanlon posted comments on the brand's Instagram page and shared videos detailing his theory that the label was utilizing AI to replicate his appearance. Huffer responded by blocking the model, and managing director Kate Berry characterized any resemblance as a coincidence while refusing to confirm or deny the use of AI in the specific images.

What happened

The incident began when Timmins-Scanlon identified images posted by Huffer that he felt resembled his own likeness and that of his brother, both of whom have previously modeled for the brand. After Timmins-Scanlon posted about his concerns on social media, his original Instagram account was disabled, leading him to start a new account to continue discussing the issue. The situation highlights broader legal ambiguities regarding AI and intellectual property in New Zealand. Intellectual property lawyer Narly Kalupahana noted that New Zealand legislation does not explicitly cover AI or provide strong personality rights for controlling the commercial use of one's identity. Because the Copyright Act and current trademark laws are ill-equipped to address synthetic likenesses, experts suggest that the most effective current defense for models lies in detailed, contract-based usage agreements. These agreements are intended to explicitly protect a model’s likeness and define the specific scope, duration, and platforms for which their image can be used. While some international brands have adopted AI disclosure policies, the lack of clear, binding legislation has created what experts describe as a legal "wild west" for creative professionals concerned about the unauthorized use of their digital replicas.