Retail / Apparel
H&M: Advertising images with digital models
- Company
- H&M
- Country
- Sweden
- Adoption stage
- Limited operation
- Source published
- Date basis
- The date the source was published. It can differ from the date adoption started.
- How the source was checked
- Read the full source text
The work problem
H&M is testing how far generative AI can widen the creative process. This source does not explain what was blocked in the existing shoot process. Instead it says the company wants to rethink how fashion itself is shown.
Technology and data
The company produced its first set of images using digital twins. The backdrops are fashion cities around the world and the material is denim. It was made with a dedicated team, and a behind-the-scenes film covering the production was released alongside. Photographer Johnny Kangasniemi and model Vanessa Moody took part. Chief Creative Officer Jörgen Andersson said the company is growing creativity with new technology such as generative AI and rethinking how fashion is shown.
Results
The first set of images was actually published. The company said it will release further creative interpretations from several cities in the autumn. Model Vanessa Moody, who took part, said the work was professional, collaborative and transparent. Photographer Johnny Kangasniemi assessed AI as a tool worth exploring further alongside his own photographic work.
Limits and open questions
How many people were given digital twins, how many images there are, and what changed in production cost and revenue are not in this source.
Sources
- H&M continues its exploration of creativity with AI - H&M Grouphmgroup.com, Accessed
Compiled from public sources. These are not results from ATF Works customers.