Heidi Klum meets her AI 1990s self in the new s.Oliver campaign

Heidi Klum meets a version of herself from the 1990s in a new film that went live on 10 September. The younger Klum was made with artificial intelligence. The s.Oliver campaign is called Casual since Forever. The younger Klum in the film was generated, not filmed.

Klum and s.Oliver announced a two-year deal in spring 2026, according to the German trade paper Textilwirtschaft. This campaign runs under that deal.

Jung von Matt built the campaign around two Heidi Klums

The agency behind the work is Jung von Matt, according to the German trade title FASHIONTODAY. Neither the brand nor the agency has said which tools produced the younger Klum, or how much archive material went into her.

Johannes Rellecke, co-chief executive of the s.Oliver Group, said the campaign sharpens the brand’s position as “a 100% casual brand” (quoted by FASHIONTODAY, translated from German). He added that the story shows how much changes while the casual spirit stays. Klum said s.Oliver has been with her since her youth.

The Vintage Capsule collection goes online and to selected shops

Next to the film, s.Oliver put out a limited Vintage Capsule collection. It holds basics and pieces cut in an older style. The clothes sell online and in selected s.Oliver shops. The brand has not given a budget, a run time or a list of markets for the campaign.

Desigual sold the opposite message in the same month

Fashion brands are not moving in one direction here. Desigual built Born to Disobey around an anti-AI message. s.Oliver does the reverse and makes the machine-made half of the film the thing worth talking about.

A market is forming around the rights to a face. AlterCast sells licensed faces for exactly this kind of ad. Platforms are pushing the other way, towards disclosure: Instagram says it will show fewer people AI profiles that skip the label.

The gain here goes to the person who owns the face. Klum’s two-year agreement now covers a second version of her, one that does not age and needs no shoot day. The loss falls on whoever would have played the 1990s half of the film. That half was generated, so nobody was cast for it.