🧠 Innovation in Fashion
Spanish clothing brand Mango has launched a campaign for its limited-edition teen line, created entirely with generative artificial intelligence. This makes Mango one of the first companies in the fashion industry to use AI-generated images for a collection campaign. The move is part of Mango’s strategic plan through 2026, which focuses on technological development, data management, and operational excellence.
🌍 A Global Initiative
The latest launch, available in 95 markets, reflects Mango's commitment to innovation. Jordi Alex, Mango’s Chief Information Technology Officer, stated, “This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world.” Multiple teams, including design, art and styling, and a dataset and AI model training team, collaborated on the campaign.
🖼️ The AI Process
Mango’s process involved shooting real photos of models in the clothes. Then, a generative AI model was trained on these photos to learn how to generate images by positioning the real garments on a model. The biggest challenge was achieving editorial-quality images similar to a traditional fashion campaign while maintaining the characteristics of the garments and models. The art team selected and edited the AI-generated images for the campaign.
🚀 Future of Fashion
“Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity,” Alex said. Mango has been a leader in utilizing AI since 2018, with tools like Gaudí for product recommendations and Midas for pricing, driving first quarter 2024 sales. “Because technology will either make us more human or it won’t,” Alex added.
What do you think of AI-generated fashion campaigns?
