Campaign generated using only artificial intelligence

Niamh Áine Ryan

Can you tell the difference? A fashion house has said it is one of the first to create a campaign generated entirely using artificial intelligence (AI).

Mango said it has used the technology in its limited-edition Sunset Dream campaign, a collection in the Mango Teen youth line.

A variety of internal teams collaborated on the development of the campaign, including Mango Teen's design, art and styling, dataset and AI model training, and its photography studio, among others.

The creation process began with shooting with real photos of each garment in the collection. By leveraging the real photos, a generative AI model was trained to learn how to generate images by positioning the real garments on a model.

In this phase, Mango said the biggest challenge was achieving images with editorial quality similar to a fashion campaign, while maintaining the characteristics of the garment and the model.

Finally, once the images were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.

Jordi Alex, Chief Information Technology Officer at Mango, said: “This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world. AI 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.”