Mango launches first campaign generated by artificial intelligence for Mango Teen
Mango has launched an entirely AI generated campaign for its Mango Teen line.
Created for the line’s limited-edition Sunset Dream collection, the campaign reflects Mango’s continued commitment to innovation in the fashion world.
Jordi Alex, chief information technology officer at Mango, said: “Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because technology will either make us more human or it won’t.”
Internal team collaboration
A range of internal teams collaborated on the development of the campaign, including the photography studio and those responsible for design, art and styling, dataset and AI model training.
Mango said the creation process began with shooting with real photos of each garment in the collection so that a generative AI model could be trained to learn how to generate images by positioning the real garments on a model.
The company explained: “In this phase, the biggest challenge was achieving images with editorial quality similar to a fashion campaign, while maintaining the characteristics of the garment and the model.”
Once the images were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.
Mango’s AI journey
Since 2018, Mango has developed more than fifteen different platforms that apply artificial intelligence at different points in its value chain, such as pricing and personalisation.
Earlier this year, the company opened its first immersive store on Roblox in the virtual Outfit Shopping Mall where users can buy Mango Teen digital clothing and products for their avatars.
