Huffer says probe found 'no evidence' of AI model recreation claims - 1News
Streetwear brand Huffer has denied allegations that it used AI to recreate the likenesses of former models following an independent forensic investigation
- Incident date
- Jul 2026
- Target
- Elijah Timmins-Scanlon and Akshay Raju
Clothing brand Huffer has announced that an independent forensic investigation found no evidence that it used the likenesses of former models to generate AI campaign images. The company has since issued warnings regarding the potential for legal action to protect its reputation if these allegations persist.
What happened
The controversy began in June 2026 when models Elijah Timmins-Scanlon and Akshay Raju alleged that Huffer used artificial intelligence to create images resembling them without their consent. Timmins-Scanlon claimed the brand utilized AI to generate likenesses of himself and others who had previously worked with the label. Meanwhile, Akshay Raju presented evidence comparing his past campaign photographs with newer advertisements featuring AI-generated models, noting that the clothing, poses, and overall composition appeared virtually identical despite facial differences.
In response to the scrutiny, Huffer commissioned an independent forensic investigation to address these claims. A statement released through a PR firm asserted that there was no evidence the brand or its associated agency used photographs of the models as prompts, inputs, or reference material for AI generation. Furthermore, the company maintained that no evidence supported claims that it had copied or recreated the likeness of any model.
While Huffer has not released the full report or identified the specialist who conducted the investigation, the company stated it considers the matter to have been comprehensively addressed. The brand acknowledged that its initial handling of the controversy fell short of its standards and issued an apology for its public response. Moving forward, Huffer announced that it has reviewed its use of artificial intelligence and intends to publish a new policy detailing how the technology will be integrated into its business operations. The incident has contributed to a broader industry debate regarding transparency and the ethical use of AI-generated content in advertising.