Huffer hits back after model accuses brand of using his likeness in AI image

Thursday, 4 June 2026

Shoppers at a Huffer store on Boxing Day.

A New Zealand model has accused local fashion brand Huffer of using artificial intelligence to create models, and of using his likeness in an image.

The company’s managing director did not deny that the image in question was created using AI, but rejected Elijah Timmins-Scanlon’s claim they used his likeness - instead saying: “maybe he should just think about why he's not getting work”.

In a video on his Instagram, Timmins-Scanlon, who has previously modelled for Huffer, said he spotted an image shared by the brand that “looked very similar to me”.

“Then I thought it was my brother … but then it was neither of us. It was like both of us combined.”

Model Elijah Timmins-Scanlon and the image he alleges was based on his likeness, as shared on Instagram.

After commenting on the photo to say “that AI model actually goes hard”, Timmins-Scanlon alleged that Huffer blocked him.

The Post sent a series of specific questions to Huffer, including whether it disputed that Timmins-Scanlon’s likeness was used and whether the brand used artificially generated models.

Instead, the company’s managing director Kate Berry called us directly. The Post asked whether the image Timmins-Scanlon took issue with was computer-generated, but Berry did not directly respond.

“We use computer-assisted design for all parts of our business, just like everyone,” she said.

Pressed for a yes or no answer, Berry replied: “We, and every design company, use computer-assisted design, and that design technology is evolving. I'm not making any comments, and specific comments, on that person and what they are saying at the moment.”

However, Berry rejected that the image was in any way similar to Timmins-Scanlon.

“Our friend, who's posted something, has somehow co-ordinated some likeness of two people that are not those people at all,” she said.

“I was just laughing with one of the team about this … people used to think I was Courtney Cox.”

The claim that the image reflected Timmins-Scanlon’s likeness was “completely not correct”, she added.

“If he contacted me, I would help him sort that out for himself, but ultimately the issue here is computers assisting design or assisting our lives is part of how everyone works now,” she said.

Berry said that “people cannot see likeness”, telling The Post to research the American jury system. “The people who are convicted of murders that they did not commit - they are almost entirely races that are not the majority on the juries.”

Computer-assisted design was part of “everyone's design philosophy now”, Berry said.

Asked whether the use of AI was taking work away from real models, Berry rejected this. “Computers are not taking models’ jobs. Computers can't try on my clothes.”

Berry said that people should see “how many models” the company used.

“Maybe he should just think about why he's not getting work from other people,” she said.

“We have models in our studio every day … It is just lunacy to think that computer-assisted anything is not going to be part of a business of any size.”

Timmins-Scanlon has not responded to a request for comment.

However, in his Instagram video, Timmins-Scanlon said he did not intend to “shame” a brand for using AI.

“From a business perspective and where the economy’s going, you kind of see it happening sooner rather than later,” he said.

Huffer should be open about whether or not it was using AI models, he said. “If you’re going to be using AI models, stand ten toes deep and let the people choose whether they agree with your use of AI models.”