In Brief
Stradivarius introduced an AI-generated campaign inspired by the brand’s physical collection.
Not everyone is happy about the use of artificial intelligence in the fashion industry.
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Inditex’s fast fashion brand Stradivarius publishes its first AI-generated campaign, which recreates the style of Stradivarius’s original spring collection. It consists of a series of AI-generated images that resemble editorial fashion photographs of the brand.
The campaign shows us how artificial intelligence can broaden the creative capabilities of an editorial team. Such imagery would take fashion creatives hours of preparation and shooting, while computers develop such images in a few seconds.
Stradivarius’s photographs feature non-existent fashion garments and virtual models. The explosion of flowers in each shot, however, is a reference to the brand’s physical collection that can be found in Stradivarius’s stores. The digital campaign and the original fashion collection are already live on the brand’s official website and Instagram page.
This is the first time Stradivarius has used artificial intelligence to create a fashion campaign. Interestingly, not all of the brand’s customers reacted positively to the creative use of AI.
“What if they hired people instead of using AI to create their campaigns?” wrote an Instagram user called marinampina.
The case shows us that the use of AI in the fashion industry is increasing rapidly. Earlier this week, the well-known jeans brand Levi’s introduced a campaign featuring AI-generated models. The company decided to switch to virtual models, as the technology enables the brand to create more inclusive campaigns with diverse models.
The 19-year-old virtual influencer Lil Miquela is among the first “non-existing” models that promote fashion collections. The avatar was developed by Trevor McFedries and Sara DeCou and went live in 2016.
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