Zara Joins the AI Trend in Fashion Industry
Zara, a fast-fashion retailer, has become the latest brand to adopt artificial intelligence (AI) for generating images featuring real models in various outfits, accelerating the production process as part of a broader industry shift that could significantly impact fashion photography.
Zara Follows Rivals H&M and Zalando
Zara’s foray into AI comes after its Swedish competitor H&M announced earlier this year that it had created digital clones of models for marketing purposes. The European online fashion retailer Zalando is also leveraging AI to expedite image creation.
Inditex’s Stance on AI Integration
A spokesperson for Inditex, Zara’s parent company, stated, “We are only using artificial intelligence to complement our existing processes. We collaborate with our valuable models, agreeing on aspects on a mutual basis and ensuring fair compensation in line with industry best practices.”
Model Collaboration and Compensation
According to an unnamed model cited by CityAM, Zara sought approval to edit images of her using AI to display various items, and she was compensated the same as if they had traveled for another photoshoot.
H&M and Zalando’s Approach to AI
H&M and Zalando, like Inditex, have asserted that AI will complement their creative teams’ processes and enhance efficiency rather than replace them, downplaying the risk to photographers and production teams working on fashion shoots.
Inditex’s Leadership and Passion for Fashion Photography
Inditex’s president, Marta Ortega, daughter of founder Amancio Ortega, has expressed her passion for fashion photography in interviews.
Since 2021, the Fundación MOP (Marta Ortega Pérez) gallery in A Coruña, Spain—Zara’s birthplace—has hosted exhibitions by renowned photographers. Current and past exhibitions have showcased the work of prominent figures such as Annie Leibovitz, Steven Meisel (with whom Zara has collaborated extensively), and Helmut Newton.
Marta Ortega aims to elevate Zara by reducing the number of stores and focusing on fewer, larger, more spacious, and sophisticated locations.
Key Questions and Answers
- What is Zara doing with AI? Zara is using AI to generate images of real models in various outfits, accelerating the production process.
- Why is Zara adopting AI? Zara aims to complement its existing processes, enhance efficiency, and collaborate with models fairly.
- How are other fashion retailers responding to AI? H&M and Zalando are also integrating AI into their processes, emphasizing that it complements rather than replaces human creative teams.
- What is Inditex’s stance on AI in fashion photography? Inditex, Zara’s parent company, supports AI integration while ensuring fair compensation and collaboration with models.
- How is Marta Ortega contributing to the fashion industry? Marta Ortega, Inditex’s president, is passionate about fashion photography and has showcased the work of renowned photographers through her foundation’s gallery.
