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Levi Strauss & Co. is set to revolutionize the online shopping experience by incorporating AI-generated models on their e-commerce platforms. The American denim giant has partnered with Amsterdam-based digital fashion studio LaLaLand.ai, known for creating customizable, hyper-realistic AI models. The partnership aims to enhance diversity and inclusivity in the representation of their products, while increasing the number of models used for various body types, ages, sizes, and skin tones.
LaLaLand.ai, founded in 2019, enables fashion brands to create a more inclusive and sustainable shopping experience through their body-inclusive avatars. As a result, customers can see products on models that resemble themselves, fostering a more personal connection with the brand.
While virtual influencers like Miquela and collaborations between Prada and Lil Miquela have made headlines, the true potential of AI technology in showcasing fashion on diverse bodies has yet to be fully realized. Levi’s commitment to diversity, equity, and inclusion is evident in their existing efforts to increase representation, publish employee demographics, and share wage equity audits. However, there is still room for improvement in their online representation. Currently, Levi’s website and app display just one model for each product without disclosing the size worn.
The integration of AI-generated models into Levi’s e-commerce strategy is expected to address this issue, with other brands like Old Navy, Good American, and Universal Standard already demonstrating similar initiatives to showcase their products on diverse body types. AI technology will supplement human models, enhancing the online shopping experience without completely replacing them.
“We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with LaLaLand, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience,” said Dr. Amy Gershkoff Bolles, LS&Co. global head of digital and emerging technology strategy.
However, Bolles assures that human models will continue to play a crucial role in Levi’s e-commerce approach. AI-generated models will simply provide additional capabilities to better cater to the consumer experience.
The benefits of AI models in the fashion industry are numerous, ranging from cost efficiency to increased representation. They enable fashion brands to quickly create diverse and customizable models, while also reducing the expenses associated with photography and site maintenance. As the industry evolves, we can expect to see more brands embracing AI technology to offer a more inclusive and personalized shopping experience for their customers.
Levi’s partnership with LaLaLand.ai, following collaborations with Calvin Klein and Tommy Hilfiger, signifies a growing trend in the fashion industry. As AI-generated models become more prevalent, the possibilities for their use will expand, potentially even transforming the design process itself.
Despite the advantages of AI models, it is essential to maintain a balance between human models and their AI counterparts. Embracing technology should not come at the cost of disregarding the real people who have shaped the fashion industry for decades. As AI-generated models gain traction, it will be vital to ensure that human models continue to be valued and celebrated for their unique contributions.
We can anticipate further advancements in AI technology, which may lead to even more seamless integration with fashion e-commerce platforms. The collaboration between fashion and technology will continue to evolve, and as it does, we must be prepared to adapt and embrace the changes that are sure to come. The key to success will be finding the perfect balance between innovation and tradition, ensuring that the fashion industry remains vibrant, diverse, and truly inclusive for all.