Mango has launched an entirely AI-generated campaign for its Mango Teen line. Designed for the limited-edition Sunset Dream collection, this campaign underscores Mango’s commitment to innovation in the fashion industry.
Jordi Alex, Chief Information Technology Officer at Mango, remarked, “Artificial intelligence is a technological revolution that offers significant opportunities. It should serve as a co-pilot to enhance our employees’ capabilities and amplify our creativity. Technology will either make us more human or it won’t.”
The campaign was developed through a collaboration of various internal teams, including the photography studio and those responsible for design, art and styling, as well as dataset and AI model training.
Mango explained that the creation process began with photographing each garment in the collection. These images were used to train a generative AI model capable of placing real garments on a model.
Once the AI-generated images were produced, the art team selected, retouched, edited, and finalised them in the photography studio. Since 2018, Mango has implemented over fifteen AI platforms at various points in its value chain, such as pricing and personalization.
Earlier this year, the company opened its first immersive store on Roblox in the virtual Outfit Shopping Mall, where users can purchase Mango Teen digital clothing and products for their avatars.
