Vogue's August 2025 issue featured advertisement for Guess' summer collection, which was modelled by an AI model. It was created by Seraphinne Vallora, company founded by Valentina Gonzalez and Andreea Petrescu. Gonzalez stated that Guess' co-founder Paul Marciano helped pick the model from 10 draft versions. This sparked debate about "lazy and cheap" strategies that push "unrealistic standards".