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Fashion brand Mango reveals its first entirely AI generated photo campaign

Mango AI Image – ‘The company is a pioneer in the fashion industry and one of the first to develop the graphic image of a collection using this technology.’

European fashion group Mango has announced the creation of their first campaign generated entirely using artificial intelligence for the limited-edition Sunset Dream collection of the Mango Teen youth line, now available in 95 markets.

Mango say: ‘A variety of internal teams collaborated on the development of the campaign, including Mango Teen’s design, art and styling, dataset and AI model training, and its photography studio, among others. The creation process began with shooting with real photos of each garment in the collection. By leveraging the real photos, a generative AI model was trained to learn how to generate images by positioning the real garments on a model. In this phase, the biggest challenge was achieving images with editorial quality similar to a fashion campaign, while maintaining the characteristics of the garment and the model. Finally, once the images were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.’

“This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world,” says Jordi Alex, Chief Information Technology Officer at Mango. “Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because technology will either make us more human or it won’t,” he adds.

2 comments

  • ‘A variety of internal teams collaborated on the development of the campaign, including Mango Teen’s design, art and styling, dataset and AI model training, and its photography studio, among others. The creation process began with shooting with real photos of each garment in the collection. By leveraging the real photos, a generative AI model was trained to learn how to generate images by positioning the real garments on a model.’
    Sounds like they could have just got some real models.

    • I totally agree. Also, the processing power behind AI is MASSIVE. It would be better for the environment to fly a crew to Australia from the UK and put them up for a week than it would to AI generate a campaign like this one. AI isn’t an ecological advancement, ecologically it’s a disaster.
      I’ve pulled a quote from this article from Feb.2024: https://www.theverge.com/24066646/ai-electricity-energy-watts-generative-consumption

      “By combining this data, de Vries calculates that by 2027 the AI sector could consume between 85 to 134 terawatt hours each year. That’s about the same as the annual energy demand of de Vries’ home country, the Netherlands.

      “You’re talking about AI electricity consumption potentially being half a percent of global electricity consumption by 2027,” de Vries tells The Verge. “I think that’s a pretty significant number.”

      The numbers are not there because the AI companies are being very quiet on this side of things. I heard today in the king’s speech that we should all get behind AI. What a puppet he is. He should have stayed a prince; he would never had said that back then when he cared about the environment.

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