Levi Strauss & Co. has teamed up with a digital fashion studio Lalaland.ai for customized artificial intelligence (AI)-generated models. With AI model, the brand hopes to reach out to consumers on a wider range of body types, ages, sizes, and skin tones. This is also part of Levi’s sustainability efforts as it requires fewer resources.
Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi’s, said they are excited about the potential capabilities this may afford the brand 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.”
Levi’s hopes to use AI-generated models to supplement human models and increase the number and diversity of models for the brand. With AI-generated images, Levi’s can enable customers to see their products on more models that look like themselves, creating a more personal and inclusive shopping experience.
But Levi’s also pointed out that artificial intelligence will never fully replace human models. However, it is the first step in a dystopian slow walk toward automating the industry. Similarly, L’Oreal’s Maybelline New York introduced its own digital avatar, named May, as part of a mascara release last month. May is now the face of the beauty brand’s new Falsies Surreal Extension Mascara.
