Model Francheska Pujols Sues Rainbow Shops Over AI-Generated Images

Model Francheska Pujols filed a lawsuit on May 22 in the New York Supreme Court against budget clothing retailer Rainbow Shops, accusing the brand of using AI to generate unauthorized, sexually suggestive images of her after their contract expired. Pujols, who has appeared on the cover of Vigour magazine and in Hood Deals on Amazon Prime, claims the AI-generated pictures are "crude" and harm her reputation as a high-end model. The original contract allowed only minor edits, but Rainbow allegedly created entirely new images, including one of Pujols with her legs spread over a barstool and another with her head on a model's lap holding a cocktail. After sending a cease and desist letter in March, which Rainbow ignored, Pujols initially demanded a jury trial but withdrew the lawsuit on Friday, with both parties seeking a private resolution. Rainbow denied wrongdoing, stating they used images properly. The case highlights the growing disruption of AI in fashion, where generative technology is replacing catalog models and reducing work for photographers. Attorney Anthony Lupo noted that while supermodels and runway shows will persist, 85% of modeling work—day-to-day catalog shoots—is at risk, and customers "don't care" who the models are. Last year, H&M began rolling out AI-generated clones of its models.