AI models take center stage in Mango’s teen sportswear lookbook for AW24

Following an earlier campaign in July 2024, fast fashion brand Mango is presenting its current crop of sportswear for teens using AI models. Set in a dance studio as well as outdoors, the lookbook images are marked as generated by AI. The move is part of Mango’s self-described “earn lever,” aiming to add value through better use of tech and data management.

The upsides for Mango are clear: creating AI images, once technology and processes are up and running, is quicker and cheaper than hiring human talent — saving not just on models but also on bookers, photographers, make-up artists, set designers, runners... In theory, AI models also make it easier to show clothes on a more diverse cast of people. So far, Mango seems to be skipping the opportunity to explore a range of sizes and ethnicities, sticking instead to a traditionally waifish, light-skinned young woman.

AI models aren’t just a natural fit for large (fast) fashion brands, though. Gen AI could be a significant driver of efficiency and creativity for smaller labels, too — sustainable knitwear brand Sheep Inc, for example, started experimenting with artificially generated models and backgrounds in 2023.

In an interview with Country and Town House last year, co-founder Edzard van der Wyck explained the benefits for Sheep Inc: “AI offered us an innovative, energy-efficient way to create a campaign with high production values without leaving a trail of carbon and waste behind. It’s been a real game changer for us, as it means we can combine detailed product photography with computer generated design, to create stunning visuals that showcase our products and world view in a much richer manner. It has also allowed us to make the sheep themselves central to our campaign without animal welfare issues.” Hard to argue with that ;-)