The use of AI-generated models in the fashion industry is a relatively new phenomenon, but it is already causing a significant revolution in the way brands approach their marketing campaigns and customer engagement. Tomorrow.events foresees a major shift in the role of fashion models owing to the sustainability and diversity of AI generated models.
What is AI?
Artificial Intelligence, commonly known as AI, refers to computer systems that simulate human intelligence processes. AI involves the creation and development of algorithms and software that enable machines to perform tasks that typically require human-like intelligence. These tasks include natural language understanding, pattern recognition, decision-making, and problem-solving. Ai has applications in various fields such as healthcare, finance, transportation, education and entertainment. So, how can fashion stay behind?
AI Generated Models
AI-generated models are transforming the fashion industry by enabling fashion brands to create virtual models. These virtual models are used to showcase clothing, accessories, and other fashion products without the need for real-life models. These models are created using artificial intelligence algorithms, which generate realistic human-like images based on certain input parameters, such as body measurements, skin tone, and facial features.
Why Artificial Intelligence?
This technology allows fashion designers to create unique and diverse looks, and it also allows for customization of models to fit specific sizes and styles while also providing a cost-effective and sustainable alternative to traditional models. Also, because AI models can be created and customized quickly, the technology is enabling brands to produce more content, faster. These models are being used for various purposes, such as online product displays, social media campaigns, and fashion shows.
Unique Customization
One of the biggest advantages of using AI-generated models is that they can be customized to suit a brand’s specific needs. For example, brands can adjust the height, weight, skin tone, and other physical attributes of the models to represent their target audience. This level of customization allows brands to create more direct marketing campaigns that resonate with their customers on a deeper level.
AI Generated Models are Cost-effective
Another significant advantage of using virtual models is the reduction in costs in comparisons to traditional fashion shows. Virtual models do not require fees, scheduling. travel, lodging, or food expenses among other logistical issues. This in turn makes fashion shows and marketing campaigns more accessible for smaller brands and emerging designers. Additionally, it saves time by eliminating the need for models to be available for fittings and rehearsals.
Sustainability
By eliminating the need for physical models to travel and participate in photoshoots and runway shows, virtual models also helps reduce the carbon footprint of the fashion industry hence proving to be more sustainable. Furthermore, AI-generated models can be designed to have superhuman attributes like shape-shifting, virtual lighting, and gravity-defying poses. This opens up a new world of creative possibilities for fashion designers and marketers.
Existing Applications of AI Generated Models
Several fashion brands are already using virtual models in their marketing campaigns and runway shows.
Ivyrevel
In 2016 Ivyrevel, a Swedish digital fashion brand supported by H&M Group, Paypal and selected influential business giants within digital technology, launched. In 2017 Ivyrevel, partnered with Google to create personalized dresses using data from customers’ online behavior. By using virtual models matching the customer’s body shape, size, complexion etc.it shows the applcation of the dresses. In 2020, H&M used an AI-generated model called “Imma” to promote its new collection. Imma has over 300,000 followers on Instagram and is popular because of her realistic appearance.
Balmain
In 2018, Balmain launched its first ‘Digital Accessory’ during Paris Fashion Week. Balmain now has three Computer Generated Imagery (CGI) supermodels named Margot, Shudhu and Zhi. Shudhu was created in 2017 by a London-based self-taught photographer named Cameron-James Wilson. He later also manufactured both Margot and Zhi. The three models showcase the brand’s futuristic aesthetic and comprise ‘Balmain’s New Virtual Army.’
Auroboros
The London-based fashion brand, Auroboros is the leading luxury fashion house of the Metaverse. Found in 2021, their work takes inspiration from the concept of biomimcry. Auroboros’ designs have evident influence of plant structures, human anatomy, and supernatural entities. They merge science and technology with fashion through innovation. The brand’s virtual models are a result of 3D scanning and motion-capture technology.
Carlings
The Norwegian fashion brand Carlings launched a “digital collection” in 2018, featuring AI-generated designer clothes that visitors could choose and become like models. The caim of the campaign is to raise awareness about the environmental impact of fast fashion. Result: a major success, with the digital collection selling out in just a few days.
Levi’s and Lalaland.ai
Levi’s is the latest brand to announce that it will begin testing with Ai generated models this year. Levi’s revealed this last week while also announcing their partnership with Lalaland.ai, a digital fashion studio that creates realistic AI-generated fashion models. Founded in 2019 by two young entrepreneurs who wanted to see more representation in the fashion indutry, Lalaland states its mission as “to create an inclusive, sustainable, and diverse design chain. And while we’re at it, inspire as many new creators to do the same.”
AI Generated Fashion Show
Earlier this year, a Nigerian visual artist Malik Afegbua, posted pictures of seniors on fashion runway on social media. What took the world by shock was that this one-of-its-kind fashion show never actually took place. The images, models, design – the entire event was a perfect show of the power and scope of Artificial Intelligence.
Role of Startups
This technology is not only for high-end-fashion brands. Some startups are also entering this innovative and revolutionizing space.
DressX
DressX creates digital clothing and uses virtual models to showcase their products. This startup uses 3D scanning and AR technology to create virtual models. It then customizes the outfits to fit different sizes and styles.
Botika
Another startup is Botika, an AI driven image creation platform. By harnessing the power of generative AI, Botika is helping online retailers to push the boundaries of fashion visuals, as a result transforming the fashion industry through the use of synthetic media.
The Future
The potential for AI-generated fashion models is vast and varied, and tomorrow.events predicts that you will see many new and exciting applications in the years to come. As technology continues to evolve, AI-generated models will become more sophisticated, enabling brands to create more targeted, personalized, and innovative fashion experiences for their customers.
