As global politics have moved at breakneck speed in recent weeks, Elon Musk has used fashion to take aim at current world powers by sharing an AI-generated virtual fashion show featuring world political leaders and tech giants.
The SpaceX founder and Trump campaign supporter posted the fake virtual fashion show on Sunday on the social media platform X, formerly known as Twitter, which he controls and is the largest shareholder in. Pope Francis opens the digital event wearing a white Balenciaga-style puffer jacket similar to one created by Midjourney that went viral last year. Lasting just under two minutes, the AI-generated show also features portraits of Russian President Vladimir Putin in a rainbow-colored Louis Vuitton-inspired strapless dress, Kamala Harris in a coconut-shaped bikini top and “Harris 2024” printed skirt, and Donald Trump in a prison-like orange pinstriped jumpsuit with “LV” logos on the chest and dangling handcuffs.
Among the AI-generated models, one is designed to look like Donald Trump.
Elon Musk has pledged $45 million to a pro-Trump political action committee as the former president continues his re-election campaign. The video also features a Hillary Clinton-inspired character in a red pantsuit covered in what appears to be “Supreme” logos (without the second “e”); a Joe Biden-inspired character is shown wearing aviator sunglasses and a camouflage suit as he rides down the runway in a wheelchair; and there’s an image of North Korean leader Kim Jong-un wearing a chunky gold chain and a hooded coat with images of himself and “Kim” printed on his chest. The fake virtual runway show has been viewed 104.6 million times on “X.”
The virtual show features an AI-generated Joe Biden-like character.
In his post “It’s high time for an AI fashion show,” Musk also takes aim at himself – first shirtless in a sumo wrestler outfit, then in a black superhero suit with Tesla’s logo. Unlike other virtual models, who only have one runway look, the character inspired by former President Barack Obama has 13 outfits, including two gladiator outfits with the word “Hope” emblazoned on them.
The Tesla and SpaceX founder’s post includes his image in this outfit, as well as in a sumo wrestler’s suit.
There are also AI-generated shots – or perhaps fakes would be more appropriate – of Amazon’s Jeff Bezos wearing a printed set of bills with a “B” designed to look like a dollar sign; a Tim Cook avatar has a MacBook Pro strapped to translucent suspenders with a black top, an “Apple” logo belt, a black printed skirt and a black handbag; and a Mark Zuckerberg-inspired form is seen in a Speedo swimsuit with an “FB” logo.
A screenshot of the AI-generated runway show featuring a model inspired by Kamala Harris.
Elon Musk is no stranger to the fashion world. His mother Maye has been a model for more than 50 years and runs a nutrition company. Last month, the 76-year-old said she was planning four photoshoots for her cover story. Asked to comment on the post about Musk’s virtual runway show and how fashion is being used to make politics more accessible, Maye Musk declined. His manager Anna Sherman chose not to respond, saying in an email, “These topics are not Maye’s areas of expertise.”
A Supreme spokesperson said the company would not comment, and a Louis Vuitton spokesperson did not respond to requests for comment Monday afternoon.
A fake model inspired by Hillary Clinton in a post by Elon Musk.
Andrew Burnstine, an associate professor of marketing at Lynn University, said Monday that the AI-powered show highlights “the surreal intersection of politics, technology and celebrity culture.”
Burnstine, whose students study the importance of AI in fashion and marketing, said Musk’s runway show of world leaders recalls “Moschino’s bold commentary on fashion over the last few decades. It was a show that mixed satire, technology and cultural critique,” he said. “Today we see a new commentary on fashion, through the lens of AI and cutting-edge technology.”
The deep fake fashion show features a Barack Obama-type person in 13 outfits.
World leaders’ outfits serve as “bold visual statements about their personalities and public perceptions,” Burnstine said.
Carl-Axel Wahlström, creative director at The Copy Lab, a full-service studio that uses AI imagery, called the world leaders’ parade video “a great example of how generative AI can be used in a playful and creative way.” He added that he hopes “people in power will be inspired and, like superheroes, seize the opportunity to dress in a way that clearly expresses who they are or want to be.”
From Wahlström’s perspective, the video is reminiscent of the sampling culture that was popular in 1990s music, “where technology allowed for new ways to remix brands and influencers. In the same way that hip-hop expressed itself through music back then, the choice of clothing and styling in this video is spot on,” he said. “Fashion is fun and playful, and should always challenge styles and trends by mixing ideas with new technology.”
Most of the ideas we’ll see in the future, he says, will be “provocative ideas created with a mix of chance and talent,” Wahlström said. And like celebrities or influencers, politicians can use fashion to connect with different demographics and convey messages without words. Just as wearing casual or trendy outfits can make politicians appear “more approachable and in touch with everyday people,” embracing diverse styles and cultural elements can allow them to “show respect and solidarity with diverse communities,” Wahlström said. “This use of fashion helps break down barriers, makes politicians appear like everyday people, and fosters a stronger connection with the public.”
The final shot of Musk’s runway post, which shows a Bill Clinton-like figure holding a screen that reads, “Your PC has encountered a problem and needs to restart,” adds “a chilling reminder of the ubiquitous presence of AI and its ability to both entertain and surveil,” Burnstine said. “This comment highlights the dual nature of the technology: its ability to create whimsical and imaginative experiences and its underlying role in data collection and control.”