Business News Report
March 29, 2023

Stradivarius Launches a Campaign Created with Artificial Intelligence

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.

Stradivarius Launches a Campaign Created with Artificial Intelligence

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. 

Stradivarius

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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About The Author

Valeria is a reporter for Metaverse Post. She focuses on fundraises, AI, metaverse, digital fashion, NFTs, and everything web3-related. Valeria has a Master’s degree in Public Communications and is getting her second Major in International Business Management. She dedicates her free time to photography and fashion styling. At the age of 13, Valeria created her first fashion-focused blog, which developed her passion for journalism and style. She is based in northern Italy and often works remotely from different European cities. You can contact her at [email protected]

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Valeria Goncharenko
Valeria Goncharenko

Valeria is a reporter for Metaverse Post. She focuses on fundraises, AI, metaverse, digital fashion, NFTs, and everything web3-related. Valeria has a Master’s degree in Public Communications and is getting her second Major in International Business Management. She dedicates her free time to photography and fashion styling. At the age of 13, Valeria created her first fashion-focused blog, which developed her passion for journalism and style. She is based in northern Italy and often works remotely from different European cities. You can contact her at [email protected]

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