Michael Musandu, the CEO and founder of digital model studio Lalaland.ai, which partnered with Levi’s on the AI models, says his goal is not to replace traditional photography and physical models, but rather supplement them by allowing brands to be more time-efficient and offer a personalised shopping experience, and that inclusion must play a role in the process. It also raised a debate over whether AI could be used to improve representation in fashion in a way that benefits marginalised groups. Creating an avatar of a person of colour - rather than hiring a real person - seemed like a way to profit from the appearance of diversity without having to invest in it. When Levis’Store announced plans to experiment with AI-generated models to increase diversity on its e-commerce channels, it received swift backlash. CAN THEY ACTUALLY IMPROVE FASHION REPRESENTATION?īrands experimenting with AI are finding ways to represent people from marginalised groups in digital form - with mixed responses from consumers and industry insiders.
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