Fashion’s digital evolution is accelerating with AI at the helm. The fashion world is rapidly evolving as artificial intelligence becomes an integral part of how brands connect with customers.
Industry leaders H&M and Mango are at the forefront, unveiling innovative digital-first initiatives that are transforming the way people shop for and experience fashion. H&M’s Digital Twin Models: A New Era for Campaigns On July 2 , H&M launched a groundbreaking campaign featuring “ digital twins ” AI-generated avatars of
real models set against vibrant, stylized backgrounds inspired by major fashion capitals. This creative leap offers shoppers an immersive, globally-inspired view of H&M’s latest collections, with plans for the digital twins to appear throughout the year, especially during key seasons like back-to-school.
Jörgen Andersson, Chief Creative Officer, H&M, said: “We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion.
The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many,” said Andersson .
By using digital twins, H&M is not only pushing creative boundaries but also streamlining operations. Virtual models eliminate the need for extensive travel and reduce the costs and environmental impact of traditional photoshoots…
