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Mango debuts AI-created campaign for its teen line

Mango debuts AI-created campaign for its teen line

Mango has rolled out a campaign generated entirely using artificial intelligence (AI) for its limited-edition Sunset Dream collection for Mango Teen.

Various internal teams collaborated on the development of the campaign, which is available across 95 markets, including Mango Teen’s design, art and styling, dataset and AI model training, and photography studio.

The Spanish fashion giant’s campaign began with shooting real photos of each clothing item in the collection.

Using the real photos, a generative AI model was then trained to learn how to generate images by positioning the real garments on a model.

Once the pictures were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.

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The move comes after Mango Teen made its UK debut in London at the start of this month, as the business ramped up its wider expansion plans for the format.

The fashion brand has made it a strategic aim to create “value via technological development, data management, artificial intelligence and operational excellence”.

Mango has developed more than 15 machine learning programmes since 2018 that use AI in areas such as pricing and personalisation.

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