Forget taking jeans off in a launderette to soul music – Levi’s will now be using AI models to show off their denim.
The company has joined forces with a digital fashion studio that builds customized AI-generated models.
Artificial intelligence has been one of the most talked about technology surrounding all industries, it has been the talk of using it for fashion models.
Levi’s parent company LS&Co. says they are planning tests of the technology later this year to use the AI models to supplement human models.
Experts say that AI will influence design and marketing decisions, but can put creativity on the fashion industry at risk.
“AI is affecting everything and offering businesses new opportunities to streamline their operations and reach new heights,” said Brandon Ginsberg in an op-ed by Forbes, CEO of ApparelMagic.
They explained it will increase “the number and diversity of our models for our products sustainably.”
Dutch digital fashion studio Lalaland.ai use advanced artificial intelligence to enable fashion brands and retailers to create hyper realistic models of every body type, age, size and skin tone.
LS&Co. said in a statement: “With these body-inclusive avatars, the company aims to create a more inclusive, personal and sustainable shopping experience for fashion brands, retailers and customers.”
Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co., commented: “While AI will likely never fully replace human models for us, we are excited for the potential capabilities this may afford us for the consumer experience.
“We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with Lalaland.ai, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience.”
LS&Co. said “Today, when you shop on Levi.com or in our app, we generally have one model for each product.
“We know our customers want to shop with models who look like them, and we believe our models should reflect our consumers, which is why we’re continuing to diversify our human models in terms of size and body type, age and skin color.
“This AI technology can potentially assist us by supplementing models and unlocking 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.
“Diversity, equity and inclusion is a top priority for us at LS&Co., and it’s important to note we do not see AI-generated models as a sole solution. In fact, over the past year, we’ve been focused on ensuring that not only is our work diverse, but those working on the content both in front of and behind the camera are reflective of our broad consumer base — and we’re continuing to do just that.”
Produced in association with SWNS Talker