The renowned apparel company behind the Levi’s brand, Levi Strauss & Co., has recently announced a groundbreaking partnership with Lalaland.ai, a digital fashion studio specializing in AI-generated models. This collaboration aims to revolutionize the way Levi’s showcases its clothing line by using artificial intelligence to create a diverse range of models that reflect various skin tones, body types, ages, and sizes. As seen in the photo above, this seemingly real model, isn’t actually a real person and doesn’t exist, instead the model is perfectly crafted to appeal to Levi’s target audience.
The San Francisco-based retailer is embracing this cutting-edge technology to provide a more personalized and inclusive shopping experience for its customers. By partnering with Lalaland.ai, Levi’s intends to supplement human models with AI-generated ones, offering consumers a more realistic view of how the clothing might look on them. This innovative approach aligns with the company’s commitment to diversity, equity, and inclusion as a top priority.
Levi’s is not the only fashion brand to explore the potential of AI-generated models. Other notable brands working with Lalaland.ai include Calvin Klein, Tommy Hilfiger, and the Otto Group. The use of AI-generated models raises concerns about the impact on real models, especially considering Levi’s recent cost-cutting measures, which led to the layoff of 800 employees in 2022. However, Dr. Amy Gershkoff Bolles, Global Head of Digital and Emerging Technology Strategy at Levi Strauss & Co., emphasizes that AI will likely never fully replace human models but rather enhance the consumer experience.
The partnership with Lalaland.ai is still in its early stages, with tests scheduled for later this year. Once key learnings and feedback are gathered, Levi’s will assess how AI can be utilized in the future to further improve the customer experience and promote a more diverse and inclusive representation of models in the fashion industry.