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 ;-)