Smart Fashion: An AI Revolution.
- Angela Ramírez
- Jun 17
- 3 min read
The fashion industry is undergoing an unprecedented transformation thanks to Artificial Intelligence . This technology, driven by the AI revolution, is not only changing the way garments and accessories are designed, but is also revolutionizing the creative and operational processes that support campaigns, launches, and brand experiences.
Unique digital models and dream locations
With generative AI, brands can create hyper-realistic, personalized, and unique digital models that perfectly fit each brand's identity and values. These digital avatars allow garments to be transported to virtual locations that would be impossible or very expensive in a traditional shoot, opening up an unlimited range of creative possibilities. From futuristic landscapes to urban or natural environments, these models enrich a campaign's visual narrative without the usual logistical constraints.
Personalized narratives and virtual photoshoots
AI enables the creation of highly personalized brand narratives, tailoring content to different audience segments. Virtual photoshoots can be conducted with digital models, eliminating the need to coordinate teams, locations, and physical production times.
AI-powered digital influencers are emerging as a revolutionary trend in fashion. These virtual avatars can star in campaigns, interact with audiences on social media, and represent the brand in a coherent and controlled manner, free from human limitations. Pioneering brands are developing their own digital influencers to connect with young, technologically sophisticated audiences, generating authentic and innovative engagement.
Algorithms for predicting fashion trends
One of the most impressive advances is the use of algorithms to predict fashion trends. Major clothing brands are using AI to analyze purchasing patterns, social media data, and even what people are searching for online. With this information, brands can design clothing that fits consumers' tastes and needs.
Digital influencers: The new face of fashion marketing
AI-powered digital influencers are emerging as a revolutionary trend in fashion. These virtual avatars can star in campaigns, interact with audiences on social media, and represent the brand in a coherent and controlled manner, free from human limitations.
Pioneering brands are developing their own digital influencers to connect with young, technologically sophisticated audiences, generating authentic and innovative engagement.
Examples of brands that dare to enter this revolution:
Below, I'll share success stories where brands turned to AI to create collection launches, advertising pieces, e-commerce, fashion films, and more.
Levi's is revolutionizing fashion by using AI-generated models to increase diversity in its advertising, promoting inclusion and breaking down beauty stereotypes. You won't be able to distinguish the real model from the one created by artificial intelligence.
Levi Strauss & Co. partners with Lalaland.ai, its digital fashion studio that creates personalized, AI-powered designs. The company was founded in 2019 with the vision of achieving greater representation in the fashion industry and establishing an inclusive, sustainable, and diverse design pipeline.
Stradiavarius breaks the fashion mold with its first collection and campaign, reinterpreted by AI, from the models to the collection, creating dreamy looks that come to life in imaginary worlds.
The campaign dazzles with an explosion of color, flowers adorning the breasts and fabrics.
The garments and models are virtual, offering a unique and futuristic experience in which fashion merges with technology.
On the other hand, Desigual created on-demand collections generated by Artificial Intelligence, which were sold through the brand's website and manufactured only upon request, with excellent results.
Other brands like Mango created the first AI-generated campaign for the limited-edition “Sunset Dream” collection of its youth line.
To do this, they did a shoot with real photos of the garments and then trained an AI model that generated the editorial photos for the campaign.
Thanks to AI and the AI revolution :
Brands can produce high-quality visual materials without relying on traditional processes, improving their responsiveness to changing trends.
Its integration into fashion represents a revolution both creatively and operationally.
As a graphic designer, I believe AI is a strategic ally for brands looking to innovate, optimize resources, and create impactful and personalized visual experiences.
The future of fashion is digital, and AI is paving the way for a more agile, creative, and connected industry for the next generation .
