The fashion industry is facing a technological revolution as brands like Mango, Nike, Louis Vuitton, and Levi Strauss & Co. turn to AI-generated models for their advertising campaigns. With this shift, AI has joined the list of emerging tools transforming creative fields, raising questions about the future of traditional models and designers.
Mango became one of the pioneers in featuring AI-generated models in its ads. This transformation was launched in July, just ahead of Mango’s record-breaking revenue report for the quarter. By incorporating AI, Mango aims for “faster content creation,” according to CEO Toni Ruiz, who sees potential for AI expansion across the brand’s teen, men’s, and women’s lines.
Mango’s recent campaign showcases the potential of AI to streamline content creation, producing stunning, high-quality images at a fraction of the cost. In fact, an AI model can cost as little as $29 per month through an agency, compared to the $35 hourly rate of a human model. Such cost efficiencies are appealing to fashion giants, especially in an industry valued at $2.5 trillion globally.
Jordi Álex Moreno, Mango’s Chief Technology Information Officer, emphasized the collaborative nature of the project, which involved creating a “cohesive mood board” to guide AI models towards the desired visual outcome. By blending machine learning with human creativity, Mango’s engineering team was able to create a unique aesthetic for each campaign.
However, Moreno countered concerns over AI replacing human jobs, highlighting the company’s intention to grow its workforce in the coming years, with plans to nearly double its staff by 2025.
Marco De Vincenzo, creative director at Italian luxury brand Etro, shared a similar enthusiasm for AI’s potential in fashion. For Etro’s spring 2024 campaign, De Vincenzo used AI to craft striking, surreal images that blend reality with sci-fi-inspired landscapes.
He acknowledged that while AI opens new creative avenues, “the human touch” remains essential, remarking, “AI is just a new method to express creativity. Why not use it?”
