AI-Generated Images Sparked False Rhode, Hunter Rumors
Social media users circulated fake images of a collaboration between Rhode and Hunter that do not actually exist.
Updated on Oct. 13, 2026 in Fashion
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AI-generated images depicting a partnership between skincare brand Rhode and footwear company Hunter went viral after circulating on social media. The mockups showed Hunter rain boots modified to hold Rhode lip treatment products.
Why it matters
The viral trend underscores the growing ease of using artificial intelligence to create convincing product mockups that mislead consumers. This incident reflects the challenges brands face in controlling their image as realistic AI content becomes harder to distinguish from official releases.
Rhode, which launched in 2022, was acquired by E.l.f. Beauty for $1 billion. Meanwhile, Hunter is currently celebrating its 170th anniversary in 2026.
The players
Rhode
Rhode is a skincare company known for its lip treatment products and phone cases.
Hunter
Hunter is a heritage footwear brand that was established 170 years ago.
E.l.f. Beauty
E.l.f. Beauty is a cosmetics corporation that acquired the brand Rhode for $1 billion.
Ganni
Ganni is a fashion brand based in Copenhagen that has previously collaborated with Hunter.
LoveShackFancy
LoveShackFancy is a fashion label that released a collaborative collection with Hunter in 2026.
The details
The AI-generated content originated from the social media account @claure_studio and was shared by third-party accounts without clear AI labeling. The images and videos depicted boots in colors associated with Rhode, mimicking the aesthetic of the brand's actual phone cases designed to hold lip products.
Timeline
Rhode launched in 2022.
Hunter celebrates its 170th anniversary in 2026.
The AI-generated images circulated online during the week of October 13, 2026.
Culture Shift
The proliferation of realistic AI-generated mockups marks a departure from traditional brand strategy, where companies once held exclusive control over product visual reveals. This shift forces brands to compete with a deluge of AI-generated content that blurs the line between legitimate marketing and digital fabrication.
Shoppers should remain cautious of viral product images on social media that lack official brand verification or direct purchase links. Always verify new product releases through the brand's primary website before attempting to purchase or join waitlists for limited-edition collaborations.
The takeaway
Consumers should check official social media accounts and websites to confirm the legitimacy of new product collaborations. When images appear online without explicit brand backing, it is often a sign of unofficial digital experimentation rather than an upcoming release.
Further reading
For more on the current climate of the retail industry, visit the Fashion section.
Source note: This article includes information reported by WWD.
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