As global politics has rapidly changed in recent weeks, Elon Musk used fashion to take on the world’s powers that be by sharing an AI-generated virtual fashion show featuring world leaders in politics and technology.
The SpaceX founder and Trump campaign supporter posted the mock virtual fashion show on Sunday to the social media platform X, formerly known as Twitter, which he owns and is the majority shareholder in. Pope Francis opens the digital event wearing a white Balenciaga-esque puffer coat similar to the plunging fake Midjourney coat that went viral last year. The AI-generated show, which runs just under two minutes, also features likenesses of Russian President Vladimir Putin in a rainbow strapless dress inspired by Louis Vuitton, Kamala Harris in a coconut bikini top and skirt with “Harris 2024” printed on it, and Donald Trump in an orange pinstripe prison-style jumpsuit with “LV” logos across the chest and dangling handcuffs.
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Musk has pledged $45 million to a pro-Trump PAC as the former president continues his re-election bid. The video also features a Hillary Clinton-inspired character in a red pantsuit covered in what appear to be “Supreme” logos — (minus the second “e”); a Joe Biden-inspired character can be seen wearing aviator sunglasses and a camouflage jumpsuit strutting down the runway in a wheelchair; and a likeness of North Korean leader Kim Jong Un wearing a thick gold chain and a hooded jacket covered in images of him and “Kim” across his chest. The fake virtual runway show has had 104.6 million views on “X.”
In his “It’s About Time for an AI Fashion Show” post, Musk also takes aim at himself — somewhat — first shirtless in a sumo wrestler outfit and then in a black superhero suit with Tesla branding. Unlike the other virtual models, who have a single runway look, the character inspired by former President Barack Obama has 13 ensembles, including two gladiator outfits featuring “Hope.”
There are also AI-generated versions – or perhaps more appropriately, fake versions – of Amazon’s Jeff Bezos wearing an ensemble featuring a banknote printed with a “B” designed to resemble a dollar sign; a Tim Cook avatar sports a MacBook Pro attached to sheer suspenders with a black top, an “Apple” logo belt, a black printed skirt and a black handbag, and a Mark Zuckerberg-inspired form can be seen in a Speedo swimsuit with an “FB” logo.
Musk is no stranger to the fashion world. His mother, Maye, has been a model for more than 50 years and also runs a food company. The 76-year-old posted last month that she had four cover shoots in the works. Asked to comment on Elon’s virtual runway post and how fashion is being used to make politics more relatable, Maye Musk declined. Her manager, Anna Sherman, decided to decline, saying via email: “These topics are not Maye’s area of expertise.”
A spokesperson for Supreme said the company would not comment, and a spokesperson for Louis Vuitton did not respond to requests for comment Monday afternoon.
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 learn about the importance of AI in relation to fashion and marketing, said Musk’s world leaders show is reminiscent of Moschino’s “bold commentary on fashion decades ago. It was a spectacle that mixed satire, technology and cultural critique,” he said. “Today we’re seeing a new commentary on fashion, through the lens of AI and advanced technology.”
The world leaders’ ensembles serve as “bold visual statements about their personalities and public perception,” Burnstine said.
Carl-Axel Wahlström, creative director at The Copy Lab, a full-service studio that uses AI imagery, described the world leaders’ fashion show video as “a beautiful example of how generative AI can be used in a playful and creative way.” He said he hopes “people in power will be inspired and, like superheroes, seize the opportunity to dress in ways that clearly express who they are or want to be.”
From Wahlström’s perspective, the video is a reminder of the sampling culture that was popular in music in the ’90s, “where technology allowed for new ways to remix brands and powerful people. In the same way that hip-hop commented 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.”
He expects that much of what we see in the future will consist of “provocative ideas created with a mix of whim and talent,” Wahlström said. And just 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 different communities,” Wahlström said. “This use of fashion helps break down barriers, making politicians seem more like everyday people and fostering a stronger connection with the public.”
The final shot of Musk’s fashion show post, which shows a character resembling Bill Clinton holding a monitor that reads, “Your PC ran into a problem and needs to restart,” adds “a chilling reminder of the ubiquity of AI and its ability to both entertain and monitor,” Burnstine said. “This commentary highlights the dual nature of technology: its ability to create whimsical and imaginative experiences and its underlying role in collecting and controlling data.”
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