FASHION RETAIL NEWS UK
Mango has launched a wholly AI generated campaign for its Mango Teen line.
Created for the road’s limited-edition Sundown Dream assortment, the campaign displays Mango’s continued dedication to innovation within the vogue world.
Jordi Alex, chief info know-how officer at Mango, mentioned: “Artificial intelligence is a technological revolution that presents nice alternatives that ought to act as a co-pilot to increase the capabilities of our staff and additional amplify our creativity. As a result of know-how will both make us extra human or it received’t.”
Inside staff collaboration
A spread of inner groups collaborated on the event of the campaign, together with the images studio and people accountable for design, artwork and styling, dataset and AI mannequin coaching.
Mango mentioned the creation course of started with capturing with actual images of every garment within the assortment so {that a} generative AI mannequin could possibly be educated to learn to generate photographs by positioning the true clothes on a mannequin.
The corporate defined: “On this section, the largest problem was reaching photographs with editorial high quality much like a vogue campaign, whereas sustaining the traits of the garment and the mannequin.”
As soon as the photographs had been generated with AI, the artwork staff chosen, retouched, edited and mastered the photographs within the images studio.
Mango’s AI journey
Since 2018, Mango has developed greater than fifteen completely different platforms that apply artificial intelligence at completely different factors in its worth chain, comparable to pricing and personalisation.
Earlier this 12 months, the corporate opened its first immersive store on Roblox within the digital Outfit Buying Mall the place customers should purchase Mango Teen digital clothes and merchandise for their avatars.