Artificial Intelligence (AI) research is being conducted by the Galician company Inditex. An AI-generated spring campaign has been launched by its chain, Stradivarius. The company run by Marta Ortega is using artificial intelligence for the first time in this effort. With a few of its chains, the textile company has already entered the metaverse and digital fashion.
Stradivarius has reimagined its April collection, which is already available in its physical boutiques and online shop, with the goal of offering a revolutionary and unique offer. To do this, it used artificial intelligence to create visuals for its campaign that had never existed before. According to the brand, this novel idea has the potential to ‘reinvent fashion.’
The collection’s cross-back midi dresses, flowing blouses, flowery prints, asymmetrical necklines, denim jeans, and jackets are all featured in the campaign as dreamy fashion editorial outfits. Artificial intelligence developed by Stradivarius has created a series of images with virtual models wearing unreal clothing and an explosion of colour where flowers mix with engulfing materials.
According to the brand, this campaign is “an exaggeration of the real collection and reflects what fashion would be like if reality was not limiting us”. The brand’s website also displays the original photographs from the real collection’s lookbook.
Beyond experimenting with aesthetics and inventing new designs, the project also explores how people work and how fast they move, as well as the creative constraints that have governed fashion up until this point. It would be interesting to observe how the Inditex group and all of its brands display their ads and products, which are known for their high turnover.
Stradivarius, a family-owned fashion business founded in 1994, is headquartered in Cerdanyola del Vallès (Barcelona) and joined the Inditex group in 1999. The chain’s retail network had 849 locations as of fiscal year 2022 with sales rising by 13 per cent to € 2.056 billion.
