Is This The First Big Retailer To Unveil An AI-Generated Fashion Campaign?
Mango has introduced a fully AI-generated campaign for its Mango Teen line, showcasing the limited-edition Sunset Dream collection. This initiative highlights Mango's dedication to innovation within the fashion sector.
Jordi Alex, Chief Information Technology Officer at Mango, stated, "Artificial intelligence is a technological revolution that offers significant opportunities. It should serve as a co-pilot to enhance our employees' capabilities and amplify our creativity. Technology will either make us more human or it won't."
The campaign was created through collaboration among various internal teams, including those from the photography studio and departments responsible for design, art, and styling. Additionally, teams focused on dataset and AI model training played crucial roles.
Mango detailed that the creation process began by photographing each garment in the collection. These images were then used to train a generative AI model capable of placing real garments on a model. Once the AI-generated images were produced, the art team selected, retouched, edited, and finalised them in the photography studio. This meticulous process ensured high-quality visuals for the campaign.
Since 2018, Mango has incorporated over fifteen AI platforms into various stages of its value chain. These include areas such as pricing and personalisation, demonstrating their long-term commitment to leveraging technology. Earlier this year, Mango launched its first immersive store on Roblox within the virtual Outfit Shopping Mall. Users can purchase Mango Teen digital clothing and products for their avatars in this innovative space.
This new campaign underscores Mango's ongoing efforts to blend technology with fashion. By utilising AI creatively, they aim to enhance both employee capabilities and customer experiences.
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