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AI-generated fashion models are already bagging deals with some of the most recognizable names in the industry, now including American denim behemoth, Levi’s. Fashion has long been tipped as one of the next areas that may be significantly affected by the rise of AI, from both a design and marketing perspective. Remember when Prada teamed up with the virtual influencer, Lil Miquela? While it may not always be as splashy, the increased availability of generative AI tools means brands can easily cook up nonexistent models that look exactly the way they want, to the concern of real models.
Levi’s has partnered with “digital fashion studio” Lalaland.ai to add AI-generated models to its website and app. The company says it plans to begin testing them later this year. What stands out about the announcement most, though, is that Levi’s says the move is meant to boost “diversity” and “inclusivity” in its online catalog. The AI models will “supplement,” not replace, humans, a press release introducing the partnership insists, allowing for a broader range of representation. Wouldn’t simply hiring more models have that same effect? Nevertheless, Levi’s isn’t the only one leaning into AI; according to Lalaland’s website, the studio has worked with Calvin Klein and Tommy Hilfiger, too.
AI Avatars Inspired By Real People
With a name as big as Levi’s among its proponents, the technology could be taking a big step toward wider adoption in this type of setting. It’s unclear how Calvin Klein and Tommy Hilfiger have employed it, if at all, though both companies have publicly embraced AI collaborations in the past. If Levi’s — the most popular jeans brand in the world — is doing it, others are sure to follow.
Levi’s shared a single image alongside its announcement, showing a Lalaland avatar in a basic pose, sporting a white T-shirt and mid-length denim dress. It’d blend right in with the Levi’s catalog for anyone just scrolling through. That, of course, is the whole point. Lalaland says its avatars are “inspired by real people, generated with AI.”
The website says creators can “customize every individual avatar; from hair style, to body shape and size, skin color and more, to reflect the audiences you want to reach. Plus, select from a range of poses, emotions, and other features to really enhance the overall image.” All in “less than 5 minutes.” Its own examples showcase a small selection of models from different (AI-generated) racial backgrounds.
It remains to be seen how Levi’s rollout of “body-inclusive avatars” will be received. Levi’s says it envisions “a future where we can enable customers to see our products on more models that look like themselves, creating a more personal and inclusive shopping experience.” The company also says it’s working to improve diversity in its human workforce, too. That’s a must, otherwise its AI-generated diversity will do more harm than good.
Source: Levi’s, Lalaland.ai
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