Fashion brand Mango launches AI-generated photorealistic campaign

European fashion brand Mango has unveiled an AI-generated image campaign for its limited-edition Sunset Dream collection from its youth line.

According to a press release, the campaign is the result of a collaboration between “design, art and style, training of Mango Teen's datasets and AI models and its photography studio, among others.”

The process began with a photographer taking “real photos” of the collection’s garments. The real images were then fed into a generative AI model that had been trained to correctly position the actual garments.

Mango explains that the biggest challenge was to achieve images of the same editorial quality as a standard fashion campaign with real models. The images were “retouched, edited and mastered” by the in-house photography studio.

“This initiative reflects our continued commitment to innovation and our desire to be at the forefront of the fashion world,” says Jordi Alex, Mango’s Director of Information Technology.

“Artificial intelligence is a technological revolution that presents great opportunities and should serve as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because either technology will make us more human, or it will not make us more human.”

What’s striking about the few images Mango has released is their realism. The AI-generated images look like real photos taken in the medina of Marrakech, Morocco; there’s no way to identify them as synthetic. Viewers could easily glance at the image without knowing it’s AI-generated.

“Any brand that produces AI-generated advertising campaigns begins to question the authenticity, integrity and most importantly the honesty of that brand,” says Iain Philpott on X (formerly Twitter). “It’s all fake news. Where does it end?”

Mango affirms its commitment to innovation and claims that this is the first fashion campaign generated entirely by artificial intelligence. The Barcelona-based company claims to have “more than fifteen different platforms that apply artificial intelligence at different points in its value chain, such as pricing and customization.”

Mango says it already uses an AI image generator to help it design clothes and find inspiration not only for clothing, but also for its window dressing, architecture and interior design.

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Image credits: Mango.

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