AI Models Make Debut in Fashion Ads by H&M and Mango

Fashion’s digital evolution is accelerating with AI at the helm. The fashion world is rapidly evolving as artificial intelligence becomes an integral part of how brands connect with customers. Industry leaders H&M and Mango are at the forefront, unveiling innovative digital-first initiatives that are transforming the way people shop for and experience fashion. 

H&M’s Digital Twin Models: A New Era for Campaigns

On July 2, H&M launched a groundbreaking campaign featuring “digital twins” AI-generated avatars of real models set against vibrant, stylized backgrounds inspired by major fashion capitals. This creative leap offers shoppers an immersive, globally-inspired view of H&M’s latest collections, with plans for the digital twins to appear throughout the year, especially during key seasons like back-to-school.

Jörgen Andersson, Chief Creative Officer, H&M, said:
“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many,” said Andersson.

By using digital twins, H&M is not only pushing creative boundaries but also streamlining operations. Virtual models eliminate the need for extensive travel and reduce the costs and environmental impact of traditional photoshoots. This approach gives the brand more flexibility in campaign creation and allows for faster adaptation to trends.

Transparency is a key part of H&M’s digital strategy. All images featuring digital twins are clearly labeled in the bottom-right corner, so customers always know when they’re seeing AI-generated content. This openness helps build trust as the brand adopts new technology.

Mango’s AI Stylist: Personalized Shopping at Scale

While H&M is reimagining fashion campaigns, Mango is focusing on the customer journey with its new Mango Stylist, a digital shopping assistant powered by AI. Integrated into Mango’s e-commerce platform and available through its Instagram account, Mango Stylist offers personalized product recommendations and complete outfit suggestions tailored to each shopper’s requests and preferences.

The Mango Stylist adapts to individual tastes, highlights current trends, and suggests creative styling options, turning online shopping into a more engaging and interactive experience. The service is currently available in nine markets: Spain, Portugal, the United Kingdom, France, Italy, Germany, Austria, Turkey, and the United States, and is focused on womenswear for now.

This new assistant is part of Mango’s broader Iris initiative, which also includes a post-sale virtual assistant to help with order tracking and support. Together, these tools provide end-to-end guidance, making the shopping process smoother and more enjoyable.

AI Across the Value Chain

Mango’s commitment to AI goes beyond customer-facing features. The company has implemented more than 15 AI-powered platforms internally, supporting everything from pricing strategies and print design to in-store visual merchandising. These tools help Mango stay agile and competitive in a fast-changing market.

Setting the Pace for the Industry

The moves by H&M and Mango reflect a larger shift in the fashion industry, as brands bring AI out of the back office and into the customer experience. For years, AI has helped with logistics and sales forecasting, but now it’s directly shaping how shoppers discover and interact with fashion.

This digital-first approach shows how established brands are responding to evolving consumer expectations and the possibilities offered by new technology. By using AI for creative campaigns and personalized shopping, H&M and Mango are setting new standards for engagement and innovation.

The success of these initiatives could spark wider adoption across the industry, changing how consumers shop for clothes online and blurring the boundaries between digital and physical retail. As AI continues to advance, we can expect even more inventive applications that redefine fashion for the modern era.