Levi's has announced a partnership with the digital fashion studio "LALALAND.AI" to create virtual models generated by AI, as part of their efforts to increase diversity.
LALALAND.AI provides a tool for generating realistic AI fashion models with various ages, body shapes, skin colors, and even hairstyles. The models can strike poses and express emotions, making them versatile for various movements. LALALAND.AI has also partnered with brands like Calvin Klein and Tommy Hilfiger.
Levi's plans to use AI-generated fashion models for advertising and promotional tests. The generated models are meant to complement human models by offering a more relatable shopping experience for customers. Levi's does not plan to scale back on the use of live models or photoshoots. However, it has not yet been announced whether this feature will be available for consumer use.
The impact of trying on clothes with AI modelsMany people have had the experience of buying clothes online and finding that the item looks different when worn than they had imagined.
- Bought an item in size M as usual, but it didn't fit right
- Expected a flowy silhouette but received a close-fit
- Purchased a dress but the length wasn't as expected
Not only can customers try on available products, but they can also see how different hairstyles might match the clothing they are interested in, which is a nice bonus.
However, concerns remain as the AI models cannot show the material or color of the clothing accurately.
Levi's has recently been actively embracing the new digital revolution, such as AI and machine learning (ML), and it will be exciting to see how it is implemented in the future.