The Spanish fashion brand Mango is making waves with its latest campaign: For its teen line Sunset Dream, the company is relying entirely on AI-generated models for the first time. While the clothing itself is still photographed in real life, the faces, bodies, and poses of the models featured in the campaign are entirely created by artificial intelligence. Mango describes this as an innovative step in the digital transformation of the fashion industry.
According to Jordi Alex Moreno, Director of Information Systems and Technology at Mango, AI opens up completely new possibilities in fashion photography. "Artificial intelligence is a technological revolution with enormous potential," he explained. While fashion companies are increasingly adopting digital solutions, model agencies view this trend with mixed feelings—after all, the classic modeling industry could be massively disrupted. But why does it make so much sense for companies like Mango to rely on virtual models instead of traditional photoshoots?
Why AI Models Are the Future of Fashion
The use of AI-generated models in fashion campaigns is not just a technical experiment—it offers clear economic, logistical, and creative advantages.
Efficiency and Cost Savings
Traditional fashion shoots require substantial budgets, covering everything from model fees to photographers, stylists, makeup artists, props, and locations. In addition, travel and production costs can easily reach six-figure sums per campaign. With AI-powered models, these expenses are almost entirely eliminated. Once trained, AI algorithms can generate realistic campaign images in various poses and outfits within minutes.
Flexibility and Speed
While traditional shoots take weeks of preparation, coordination, and post-production, an AI can create an entire campaign in just a few hours—or even minutes. Last-minute adjustments, such as changing outfit colors or backgrounds, are easy to implement without reshooting anything. This allows brands to react more quickly to trends and adjust their marketing materials on short notice.
Sustainability and Environmental Benefits
As companies face increasing pressure to adopt sustainable production practices, AI-model technology presents a viable alternative. No travel, no studio rentals, no energy consumption from extensive lighting or digital retouching—AI-powered campaigns save resources and significantly reduce the fashion industry's carbon footprint.
Consistency and Brand Control
A common challenge with traditional photoshoots is inconsistency—lighting, poses, facial expressions, or skin tones can vary between images. AI-generated models, on the other hand, can be perfectly tailored to match the desired brand aesthetic. Companies gain full control over their visual identity, ensuring that every campaign aligns precisely with their corporate branding.
Greater Diversity and Personalization
Another major advantage of AI models is the ability to create diverse body types, skin tones, and facial features on demand. Instead of being limited to a selection of real-life models, companies can tailor campaigns to better represent a broader audience and cater to the diversity of their customer base.
Conclusion: The Fashion Industry Is Becoming More Digital—And More AI-Driven
With its latest campaign featuring AI-generated models, Mango is demonstrating that the future of fashion photography is increasingly digital. Companies can save time, money, and resources while maintaining greater creative control over their campaigns. The modeling industry will inevitably undergo significant changes—whether as a supplement to traditional photoshoots or as a long-term replacement for human models. One thing is clear: The fashion world is evolving, and artificial intelligence is playing an increasingly vital role.
Don't fall behind – implement AI in your business today!
Call us and schedule a free initial consultation to start a status analysis. +49 221 975 833 55