Zara is the newest fast-fashion brand that uses artificial intelligence to generate fresh images of real models in various outfits. This aims to accelerate production in a broader industry trend that may transform fashion photography.
“We are using artificial intelligence only to complement our existing processes,” a spokesperson for Zara owner Inditex said.
“We work collaboratively with our valued models – agreeing on any aspect on a mutual basis – and compensate in line with industry best practice.”
London-based business newspaper CityAM first reported Zara’s initiative, quoting an anonymous model who said the brand sought permission to AI-edit their photos for different outfits—while compensating them equivalently to a full travel-based shoot.
Swedish rival H&M and European online fashion retailer Zalando have implemented AI. Inditex and its peers insist AI will enhance their creative teams’ workflows and boost efficiency, rather than supplant them—thus minimising threats to fashion photographers and production crews.
Earlier this year, H&M integrated artificial intelligence into its marketing playbook by crafting digital replicas of real-life models. These AI-generated model clones feature in targeted social media posts and campaigns, with the models’ explicit permission.