“This initiative reflects our ongoing commitment to innovation and being at the forefront of the fashion world,” he says. Jordi Alex, IT Director at Mango“Artificial intelligence is a technological revolution that presents great opportunities that must act as a copilot to expand the capabilities of our employees and further amplify our creativity. Because technology will make us more human or not,” he adds.
Various internal teams collaborated in the development of the campaign, including the Mango Teen design, art and styling team, the AI model and dataset training team, and the photography studio, among others. The creation process began with sessions with real photos of each garment in the collection. From the real photos, a generative AI model was trained to learn to generate images by positioning the real garments on a model. In this phase, the biggest challenge was to obtain images with editorial quality similar to a fashion campaign, while maintaining the characteristics of the garment and the model. Finally, once the images were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.
Mango, one of Europe’s leading fashion groups, has launched the first AI-generated campaign for its Mango Teen Sunset Dream collection, available in 95 markets. This innovation is aligned with Mango’s Strategic Plan 2024-2026 and showcases the potential of AI in fashion. Mango’s digital transformation includes AI applications in pricing, personalisation, design and customer service.
This technological advancement and the commitment to digital transformation are part of the Earn lever of Mango's Strategic Plan 2024-2026, which aims to create value through technological development, data management and operational excellence.
Commitment to innovation
Innovation has always been a key pillar of Mango's strategy and has helped the company become one of the leading groups in the European fashion industry. From the creation of a differentiated business model to brand communication with today's top celebrities or the pioneering commitment to digital transformation, the company has been at the forefront of its sector.
Since 2018, Mango has developed more than fifteen different platforms that apply artificial intelligence at different points in its value chain, such as pricing and personalisation. Among the most notable is the internal conversational generative AI platform to address use cases for its employees and partners. Mango also uses an image generative AI platform to help the company's design and product team seek inspiration by looking at different concepts in order to co-create prints, fabrics and garments and seek inspiration for window dressing, architecture and interior design. Other notable platforms include the pricing policy on mango.com and in the retail chain; the product recommendation platform for customers; as well as its presence in more than sixty countries and in more than twenty languages to improve customer service.
In January 2024, Mango reaffirmed its commitment to digital innovation by joining Roblox, the global immersive communication and connection platform with more than 70 million daily active users. Specifically, the company opened its first immersive store on the platform, located in the virtual shopping center Outfit Shopping Mall, where users can buy Mango Teen clothing and digital products for their avatars.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion (RM) Press Desk
