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Does AI Belong In Fashion? Mango Launches First AI-Generated Campaign

Here's how they made this innovative fashion campaign.

Article (news)

Carla Buyo

<p>In case you missed it, Spanish fashion brand <strong>Mango</strong> recently launched their first AI-generated campaign. The company demonstrated its commitment to innovation by using artificial intelligence in creating Mango Teen’s <em>Sunset Dream</em> collection.</p><div><br/></div><div style="text-align:center"><blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/C7MNarICX4L/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style="background:#FFF;border:0;border-radius:3px;box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15);margin:1px;max-width:540px;min-width:326px;padding:0;width:calc(100% - 2px)"><div style="padding:16px"> <a href="https://www.instagram.com/p/C7MNarICX4L/?utm_source=ig_embed&amp;utm_campaign=loading" style="background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%" target="_blank"> <div style="display:flex;flex-direction:row;align-items:center"> <div style="background-color:#F4F4F4;border-radius:50%;flex-grow:0;height:40px;margin-right:14px;width:40px"><br/></div> <div style="display:flex;flex-direction:column;flex-grow:1;justify-content:center"> <div style="background-color:#F4F4F4;border-radius:4px;flex-grow:0;height:14px;margin-bottom:6px;width:100px"><br/></div> <div style="background-color:#F4F4F4;border-radius:4px;flex-grow:0;height:14px;width:60px"><br/></div></div></div><div style="padding:19% 0"><br/></div> <div style="display:block;height:50px;margin:0 auto 12px;width:50px"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 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519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top:8px"> <div style="color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px">View this post on Instagram</div></div><div style="padding:12.5% 0"><br/></div> <div style="display:flex;flex-direction:row;margin-bottom:14px;align-items:center"><div> <div style="background-color:#F4F4F4;border-radius:50%;height:12.5px;width:12.5px;transform:translateX(0px) translateY(7px)"><br/></div> <div style="background-color:#F4F4F4;height:12.5px;transform:rotate(-45deg) translateX(3px) translateY(1px);width:12.5px;flex-grow:0;margin-right:14px;margin-left:2px"><br/></div> <div style="background-color:#F4F4F4;border-radius:50%;height:12.5px;width:12.5px;transform:translateX(9px) translateY(-18px)"><br/></div></div><div style="margin-left:8px"> <div style="background-color:#F4F4F4;border-radius:50%;flex-grow:0;height:20px;width:20px"><br/></div> <div style="width:0;height:0;border-top:2px solid transparent;border-left:6px solid #f4f4f4;border-bottom:2px solid transparent;transform:translateX(16px) translateY(-4px) rotate(30deg)"><br/></div></div><div style="margin-left:auto"> <div style="width:0px;border-top:8px solid #F4F4F4;border-right:8px solid transparent;transform:translateY(16px)"><br/></div> <div style="background-color:#F4F4F4;flex-grow:0;height:12px;width:16px;transform:translateY(-4px)"><br/></div> <div style="width:0;height:0;border-top:8px solid #F4F4F4;border-left:8px solid transparent;transform:translateY(-4px) translateX(8px)"><br/></div></div></div> <div style="display:flex;flex-direction:column;flex-grow:1;justify-content:center;margin-bottom:24px"> <div style="background-color:#F4F4F4;border-radius:4px;flex-grow:0;height:14px;margin-bottom:6px;width:224px"><br/></div> <div style="background-color:#F4F4F4;border-radius:4px;flex-grow:0;height:14px;width:144px"><br/></div></div></a><div style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center;text-overflow:ellipsis;white-space:nowrap"><a href="https://www.instagram.com/p/C7MNarICX4L/?utm_source=ig_embed&amp;utm_campaign=loading" style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none" target="_blank">A post shared by MANGO Teen (@mangoteen)</a></div></div></blockquote></div><div><br/></div><p>The campaign features a brunette girl dressed in ten different garments designed and styled with the help of AI. The creation process began with shooting real photos of each garment from the collection. By leveraging the real photos, a generative AI model was trained to create images by positioning the real garments on a model. Once everything is in editorial quality, the Mango art team selected, retouched, edited, and mastered the images in the photography studio.</p><div><br/></div><p>This project opens up new possibilities in the industry. What is interesting, however, is that Mango has been integrating artificial intelligence into its operations since 2018. The brand is an early adopter of new technologies which span from pricing strategies to personalized customer experiences such as product recommendations for its customers. </p><div><br/></div><p>Have you ever seen an AI-generated campaign? Discover the collection in the gallery below.</p><div><br/></div><div class="article-content" itemProp="articleBody"><div class="media-content"><div class="slider-for"><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/a616886c-b7b8-4bc8-9987-0536e7cfe8bb_b-mango-teen-ai-campaign.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/d3a67b67-ee01-4d4d-a1a4-c4bd22f10511_screen%20shot%202024-07-31%20at%2011.47.32%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/b33d7be8-0836-47d9-a1ea-475a4672abaa_screen%20shot%202024-07-31%20at%2011.32.23%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/12924597-c691-47b4-b758-e729f323dfa0_screen%20shot%202024-07-31%20at%2011.48.13%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/a6f2ad1b-551f-450d-ae09-4edb1eb3eaa7_screen%20shot%202024-07-31%20at%2011.46.30%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/6289d2c0-145f-48b7-9070-29fd8e2c2c79_screen%20shot%202024-07-31%20at%2011.46.50%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/5fa10e46-df59-4b21-b290-83b6effb52cc_snapinsta.app_444504686_781875977382816_8767950343213772836_n_1080.jpg" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/c3e758ce-43da-4317-9a15-8b3ef009fc6d_screen%20shot%202024-07-31%20at%2011.46.36%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/7bd1e147-f7eb-4eb9-a204-b46538d1cae6_snapinsta.app_444503908_1092027155217543_7435657225542988671_n_1080.jpg" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/66c94fd3-5405-4d2d-b88c-3dc90dd44114_screen%20shot%202024-07-31%20at%2011.47.52%20am.png" alt="" class="fr-fic fr-dii"/></div><div><img loading="lazy" src="https://assets-metrostyle.abs-cbn.com/prod/metrostyle/attachments/641017f4-6cdd-41e4-ac0d-8f3c8aac3fac_screen%20shot%202024-07-31%20at%2011.45.19%20am.png" alt="" class="fr-fic fr-dii"/></div></div><div class="media-content slider-desc"><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div><div class="item-desc"><div></div></div></div></div></div><div><em><br/></em></div><div><em>Photos from Mango</em></div><div><br/></div><div><strong>Related Story: </strong><a href="/fashion/trends/emily-in-paris-season-4/38634" target="_blank" rel="noopener noreferrer">Emily In Paris Season 4 ‘Chics’ Things Up, Here Are The Looks</a></div><div><strong>Related Story: </strong><a href="/fashion/trends/mesh-ballet-flats-as-worn-by-celebs/38572" target="_blank" rel="noopener noreferrer">Meet The New Shoe Must Have: The Mesh Ballet Flats</a></div><div><strong>Related Story: </strong><a href="/fashion/inspiration/carl-jan-cruz-silverlens-interbarangay-collection/38579" target="_blank" rel="noopener noreferrer">How Carl Jan Cruz Celebrates &#x27;Filipino-ness&#x27; In This New Collection</a></div><script async="" src="//www.instagram.com/embed.js"></script>