Mango, a leading fashion company, has unveiled an entirely AI-driven promotional campaign for its limited edition youth fashion line, Mango Teen, through the “Sunset Dream” collection. This campaign is part of Mango’s strategic plan for 2024-2026, aimed at creating value through technological development, data management, and operational excellence.
As one of Europe’s foremost fashion companies, Mango has become a trailblazer in utilizing technology for enhancing the graphical representation of fashion collections.
“This initiative reflects our ongoing commitment to innovation and maintaining our leadership in the fashion industry,” said Jordi Alex, Mango’s Chief Information Officer.
“Artificial intelligence is a technological revolution offering immense opportunities. It should act as an enabler to extend the capabilities of our employees and enhance our creativity. Technology should either make us more human, or it will not serve its purpose.”
The campaign’s development was a collaborative effort involving multiple internal teams, including design, art, fashion coordination, AI model training, and the photo studio. The creation process began with real-life photography of each piece in the collection.
Leveraging these images, a generative AI model was trained to learn how to generate images displaying the actual clothing on a model. The primary challenge was to achieve editorial-quality images akin to those in a fashion campaign while preserving the characteristics of the clothes and the model. Finally, after the AI-generated the images, the art teams selected, refined, edited, and perfected them in the photo studio.
Commitment to Digital Innovation
Innovation has always been a cornerstone of Mango’s strategy, aiding the company in becoming one of the leading fashion groups in Europe. Since 2018, Mango has developed over fifteen AI-driven platforms across various points in the value chain, including pricing and customization.
Notable among these platforms is an internal generative AI platform for communication with employees and partners, and an image generation platform that aids design and product teams in deriving inspiration for prints, fabrics, clothing, window displays, architecture, and interior design. Other significant platforms include a pricing policy platform for the website mango.com and retail stores, a product recommendation platform for customers, and a presence in over sixty countries and more than twenty languages to enhance customer service.
In January 2024, Mango reaffirmed its commitment to digital innovation by joining the global Roblox platform, which boasts over 70 million active daily users. Specifically, the company opened its first immersive store on the platform, located in the virtual Outfit Shopping Mall, where users can purchase digital Mango Teen clothing and products for their avatars.
Source: Mango Website
