The use of AI is on the rise in all industries and fashion brands are certainly on this particular trend.
The technology has already been used in multiple ways by the industry. Nike’s imaginary sneakers collaboration went viral in the last few weeks. Luxury brands including Balenciaga, Prada and Thom Browne have also deployed AI to launch lines in the Metaverse.
Levi Strauss & Co have announcement that they will be using AI technology to enhance the diversity of its brand by generating a wider range of models across its website and other channels.
Global head of digital and emerging technology strategy at Levi Strauss & Co, Dr Amy Gershkoff Bolles, said:
“We’re using AI to enhance and differentiate our loyalty program by offering personalized benefits to members’’.
There is some debate, however, over the ethics of using computer generated models, as opposed to real ethnically and size diverse models to ensure a brand’s inclusivity.
Many believe that brands are using AI to cut their costs by not using real models, makeup artists, stylists and others required on a photoshoot, reducing the opportunity for diversity across the whole creative team.
In response to this charge, a Levi’s spokesperson told the Guardian:
“The models that Levi’s hire are already diverse and this will continue to be a priority for us. Over the past year, we’ve been focused on ensuring that those working on the content both in front and behind the camera are reflective of our broad consumer base.”
While the use of technology across the industry is becoming extremely popular, there is growing concern that using it as a tool to enhance diversity may reduce the number of people from diverse backgrounds in the creative spaces.
Will AI generate actual diversity or just an idealised version of it? How will they achieve this?
Wouldn’t it be better to have a diverse creative team and people of all sizes, ages and ethnicities in the first place?
Words by Alex Brooks
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