Revolutionizing Fashion: The Rise of AI-Generated Models and the Future of Online Shopping

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Written by Amanda Hoover

Levi Strauss & Co. Reveals Plans for AI-Designed Fashion Avatars

In the recent spring, denim giant Levi Strauss & Co. made headlines with its announcement to deploy "AI-designed avatars" tailored for its digital shopping experience. These virtual models, designed to represent a wide spectrum of body sizes, ages, and ethnic backgrounds, aim to enhance the brand's diversity in what it describes as an "eco-friendly" manner. The move sparked controversy, with critics questioning why the brand wouldn't opt to employ real individuals who match the diverse criteria they were looking to showcase. Concerns were raised about whether the brand's eco-friendly angle was simply a guise for cost-cutting measures. Despite the backlash, Levi's reiterated its dedication to supporting diverse talents on both sides of the camera, without withdrawing from its collaboration with Lalaland.ai, the Amsterdam-based creator of the avatars. However, the project is currently on hold as Levi's works on developing internal policies for AI integration.

The dispute surrounding Lalaland not only heightened its visibility but also attracted the attention of major brands interested in its AI-generated models, according to Duy Vo, the creative director of Lalaland. During an interview with WIRED, Vo shared insights into the complexities of programming an algorithm to produce perfect smiles without introducing anomalies like additional fingers.

The initial phase of model development involves comprehensive research. I examine the types of models that dominate fashion runways and keep abreast of the latest online fashion trends. I identify recurring themes, such as the popular facial features of the season. This aspect of my work bears resemblance to my previous experience as a fashion photographer for renowned magazines, including Vogue and Harper's Bazaar. I consult with clients to understand their vision for their collection and the specific type of model they envision. They might provide a general idea, such as desiring a vibe reminiscent of a Quentin Tarantino film. I gather outfits, images, and data inspired by that style. This information is then forwarded to our machine learning team to, in essence, craft a customized persona based on the requirements.

We initiate the process by crafting three-dimensional representations of a figure. Building upon this, we employ AI with generative capabilities to fabricate personas according to the specific requirements of our clients, encompassing various ethnic backgrounds, hair hues, and appearances. Features such as freckles, minor adjustments to smiles, and the application of nail varnish can be added to perfect the model's image. Utilizing AI, I effectively assume the roles of photographer, hairdresser, and makeup artist simultaneously. Subsequently, I may need to adjust the creation in response to client suggestions, either by further AI prompts or through the use of Photoshop. Tweaking even minor details, like a hairstyle—while ensuring it remains consistent across different poses—can require several days to perfect.

Next, we outfit the models. A lot of our customers are already employing 3D programs for their fashion creations, maai-allcreator.com">king our job straightforward: We simply take those designs and apply them to our models. However, not every fashion label works with 3D designs. For those instances, we gather the clothing items from the brands and forward them to a collaborator who has the capability to convert them into digital form. They replicate the designs, the materials, the textures, and everything else involved.

My responsibility involves selecting and directing the system to produce visually appealing individuals, eliminating any undesirable elements.

Artificial intelligence is capable of producing bizarre results. There have been instances where the outcomes were downright nightmarish, including figures with triple heads or faces emerging on knees. Limbs, particularly hands and feet, pose a challenge and often appear with an excessive number of digits. It becomes necessary to make adjustments and prompt the AI for another attempt. My job involves overseeing and steering the AI towards generating visually appealing human figures while eliminating any undesirable elements.

The compensation for a position of this nature could align with what one might earn in a technology role in the United States, roughly between $100,000 and $120,000. However, wage structures vary slightly in Amsterdam, making direct comparisons with Silicon Valley challenging. Mastery of coding isn't a prerequisite for success in this role. Instead, a comprehensive grasp of what the technology can achieve, coupled with a deep appreciation for fashion and its historical context, along with keen intuition, are essential. Individuals with a background in conventional fashion could adapt to this role in a matter of weeks or months.

Crafting an entire advertising campaign using artificial intelligence remains challenging. The precision required in fashion is high, demanding exact replication of styles. When considering additional elements such as lighting, achieving an aesthetically pleasing outcome is tough. Traditional photographers continue to be invaluable for producing stunning imagery. However, AI serves as a useful instrument for generating commercial visuals. If synthetic imagery can effectively convey your message, there's no reason not to utilize it.

— Informed by Amanda Hoover

Authored by Joel Khalili

Authored by Reece Rogers

By Celia Ford

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