“I didn’t really have a mission at first, but it kind of morphed into this thing of introducing tennis to a younger audience,” Taylor Fritz’s girlfriend, Morgan Riddle, once said. She gained fame in 2022 after posting a viral “get ready with me” video during the Australian Open, which amassed 1.2 million views on TikTok. The 27-year-old has now become a fan favorite and a significant social media influencer, building her brand around fashion while also sharing her insights on tennis. However, alongside her OOTDs, she often speaks her mind online. This time, H&M’s recent move to AI models is getting the heat.

The Swedish global fashion brand H&M just introduced technology that would change its marketing landscape. They are creating digital twins of 30 models using cutting-edge technology developed with the models and their agencies. These replicas will appear in AI-generated imagery for social media and posters. However, Morgan wasn’t pleased. She expressed her thoughts on her now-expired IG story: “Rip to all the other jobs on shoot sets that this will take away 🫡 shameful imo.” But why?

The following day, she posted more stories to her profile. “I can’t wrap my head around how their marketing department could make such a decision,” she wrote. “Right now it’s not super common – but moves like this by companies can wipe out an entire industry. Set designers, hair and makeup artists, models, creative directors… replacing all of that with a computer-generated face might be cost-effective, but at what cost?”

Riddle highlighted the importance of protecting workers in fashion, stating, “Without soul, art, creativity, and HUMANS, fashion is just fabric.” She has modeled for top brands like Fenty Beauty, Miu Miu, Louis Vuitton, Boss, Hermès, and Abercrombie. Additionally, she partnered with Monos and co-created a jewelry line with Lottie. She noted her personal experience with the AI concept: “Last year, I turned down a large deal that included creating an AI version of myself to interact with fans. When we treat content like a product assembly line or when we start replacing real creators or influencers with AI because it’s faster or cheaper, we lose so much.”

Riddle’s rise began organically through sharing her love for tennis and fashion on TikTok during the Australian Open in 2022. Since then, she has curated her personal brand with care, hosting events like Wimbledon’s fashion series and attending New York Fashion Week. She believes true creativity stems from time, vision, community, and lessons from failure: “Real creativity takes time and vision and feelings and community and lessons from failure—we need to be protecting that, not automating it out of existence.”

It’s a tough spot for people like Morgan Riddle, but the outcome of H&M’s move is yet to be seen. Will this curb her influence on tennis through her outfits? It’s unlikely! After all, she was crowned ‘The Most Famous Woman in Men’s Tennis’ by the NYT for her style and social media presence at Taylor Fritz’s matches. She even expressed her influence as a tennis WAG in fashion.

Morgan Riddle opens up about her role as an influencer in tennis

Morgan Riddle has taken the social media world by storm, boasting over 500K followers on TikTok and 400K on Instagram. She’s not just known for her relationship with World No. 4 Taylor Fritz; her unique blend of fashion and tennis commentary strikes a chord with a largely female audience. Riddle embraces the “tenniscore” trend, effortlessly mixing sporty elements with high fashion.

Speaking to Haute Living in September 2024, she was asked what her “thoughts on the evolving role of influencers and significant others in major sports events like the US Open?” Back then, Taylor had just made it to his first Grand Slam final against Jannik Sinner. Although he didn’t win the title, Morgan played a supportive role and captured the milestone for her vlog on YouTube. She noted, “I think every sport needs to do more to cater to their female fans and a great way to do that is to meet them where they are – which is on TikTok or through their favorite content creators.” Blending sport and style, she’s redefining fandom for a new generation!

For instance, she turned heads in a stunning Giorgio Armani suit at the Nitto ATP Finals and showcased her playful yet polished style while hosting the ‘Wimbledon Threads’ series. Not just that, but she often pairs chic tennis skirts with trendy crop tops, accessorizing with gold jewelry and eye-catching bags that elevate her look.

It’s clear that Riddle’s influence extends beyond her outfits; she actively engages in discussions about the role of influencers in sports and believes that social media can create a sense of safety and comfort for female fans, who love tennis and enjoy beauty and fashion at the same time.