Mango Launches First AI-Generated Campaign for Teen Line
Mango, a renowned name in the fashion industry, has unveiled a groundbreaking campaign for the Sunset Dream collection of its Mango Teen line. What sets this campaign apart is that it is entirely created using generative artificial intelligence (AI). This innovative move positions Mango as a trailblazer in the fashion world, being one of the first companies to fully leverage AI technology for the complete graphic design of a collection.
Innovation at the Core of Mango’s Strategy
Jordi Alex, Chief Information Technology Officer at Mango, emphasizes the brand’s commitment to innovation: “This initiative demonstrates our continuous dedication to being at the forefront of the fashion industry. Artificial intelligence is a technological revolution that offers significant opportunities to enhance our employees’ capabilities and boost our creativity.”
Collaborative Effort Behind the AI-Driven Campaign
The creation of the campaign was a collaborative project involving several internal teams at Mango, including design, art and styling, dataset and AI model training, and the Mango photo studio. The process began with photographing the garments. These images were then used to train a generative AI model capable of positioning the clothing on models and generating high-quality images suitable for a fashion campaign.
Strategic Vision: Mango’s Technological Advancement
This technological innovation aligns with Mango’s strategic plan for 2024-2026, known as the Earn-Levers plan, which aims to create value through technological development, data management, and operational excellence. Since 2018, Mango has developed over fifteen machine learning platforms, integrating AI across various segments of the value chain, including pricing and personalization.
Digital Innovation and Immersive Experiences
In January 2024, Mango reaffirmed its commitment to digital innovation by joining Roblox, the global platform for immersive communication and networking, boasting over 70 million daily users. Mango launched its first immersive store on the platform, allowing users to purchase digital clothing and products from the Mango Teen line for their avatars.
Conclusion
Mango’s first AI-generated campaign for its Teen line marks a significant milestone in the fashion industry, showcasing the potential of artificial intelligence in creative processes. This initiative not only highlights Mango’s dedication to innovation but also sets a new standard for integrating advanced technologies into fashion design and marketing. As Mango continues to explore and expand its digital and technological horizons, it remains a pioneer, leading the way for others in the industry to follow.
