TL;DR
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Mango, a leading European fashion group, has made a significant stride in the fashion industry by creating the first campaign entirely generated by artificial intelligence (AI) for its Teen line. The campaign is for the limited-edition Sunset Dream collection, which is now available in 95 markets globally.
"This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world. 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. Because technology will either make us more human or it won't."
says Jordi Álex, Chief Information Technology Officer at Mango.
The campaign development involved a variety of internal teams, including Mango Teen's design, art and styling, dataset and AI model training, and its photography studio. The process began with shooting real photos of each garment in the collection to which a generative AI model was trained to learn how to generate images by positioning the real garments on a model. The biggest challenge was achieving images with editorial quality similar to a fashion campaign, maintaining the characteristics of the garment and the model.
Once the images were generated with AI, the art team applied some retouching, editing, and mastering the images in the studio. This commitment to digital transformation is part of what Mango call their 'Earn' lever, as part of their Strategic Plan 2024-2026. The strategy aims to create value through technological development, data management, and operational excellence.
Mango's dedication to innovation has been a key pillar of its strategy since its founding in Barcelona in 1984. The company has developed more than fifteen machine learning platforms (MLE) since 2018 that apply AI at different points of its value chain, including pricing and personalisation. Mango's internal conversational generative AI platform, (which they call 'Lisa'), is designed to help employees and partners work more efficiently, enhancing collection development through to after-sales service.
Key Take-aways
Pioneering technology: Mango is one of the first global companies in the fashion industry to use AI to develop a full campaign.
Commitment to innovation: It's a significant investment and reflects Mango's ongoing commitment to innovation.
Collaboration: Multiple teams within Mango contributed to the campaign's development.
Concluding Thoughts
Mango's use of AI to generate a fashion campaign is a groundbreaking step in the fashion industry. It showcases the company's dedication to innovation and its willingness to adapt to new technologies to stay ahead. This move invites a question of how other fashion brands will respond to this trend and whether this will be a game-changer for the industry.
We'd love to hear your thoughts on this. Do you know of other major brands who's integrated AI this way? Are there any unforeseen advantages to this type of development in the future?
💬 Use the Fashion Guild social media channels to get involved in the discussion.
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