Lalaland.ai collaboration with Levi’s company

Fashion Brands use AI to create a variety of models.

To complete the idea of the difference in size, skin tone and age of models, Fashion Brands (including Levi’s and Calvin Klein) decided to create digital-models.

At first glance, the star of the new Levi's campaign looks like others. But looking directly at her chin, we can see some softened spots and unrealistic shadows. The model is generated by AI and will start to appear on Levis e-commerce website later this year.

This avatar was created by LaLaLand.ai, a digital studio that produces customized AI models for companies like Calvin Klein and Tommy Hilfiger.

The head of Levi’s global digital technology strategy announced the model’s debut at a fashion show. AI models are not going to replace humans, but they have a strong potential to become a brand “supplement” which helps to represent different sizes, skin tones and ages of models. This strategy allows brands to show the diversity of clothes on different bodies.

Moreover, AI-generated images of models save a lot of time and money (especially for glam squads, who are preparing models for photoshoots).

However, the diversity that AI can provide for fashion brands will always be virtual.

This is not the first time fashion brands use AI to replace models. There are digital-influencers like Lil Miquela and Shudu. Avatars with a million followers on social media, who model Prada, Dior and Gucci clothes.

Criticism of Levi’s for casting AI models instead of real humans is similar to a wave of disapproval towards Lil Miquela when she was launched in 2016, or the debut of Shubu two years later.

Yasmin Anderson

AI Catalog's chief editor

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