The artificial intelligence (AI) It doesn’t stop, it’s creeping into all sectors and industries. From the boom of ChatGPT and its evolution, the new GPT-4Several brands have experimented with the uses that can be given to it. Now the signature fast fashion Stradivarius experimented with this technology and got a dream result: the first clothing collection and its respective advertising campaign created with AI.
“Artificial intelligence is a technology capable of creating images that never existed”, can be read on the page of the firm owned by Inditex. Nothing more certain. We can see countless examples such as the ‘dinoprofessions’ that became a trend on social networks, or the avatars of lensa that went viral.
However, this case is different, since it is a commercial campaign and a tangible product. A milestone in the history of fashion? Yes, but that raises many doubts.
A dream collection that does not exist… nor will it exist
“When fashion and aesthetics have no limits”says the slogan of the Stradivarius campaign, created with artificial intelligence.
“With spring just around the corner, we wanted to reinvent our April collection with the filter of artificial intelligence,” explains the brand. “We imagine dream worlds with garments that lead to imaginary landscapeswhich are an explosion of colours, flowers and enveloping fabrics”.
This means that these are not really the clothes that will be seen on the shelf or online. They are simply reinterpretations of the real ones. They even explain that neither the models that wear the garments nor the clothes exist “although we would like that one day they would.”
“They are an exaggeration of our royal collection; they are what our fashion would be if reality did not limit us. We have reinvented our collection like never before”, concludes the message from the firm.
From beautiful to perfection
Stradivarius creates the first collection and campaign by means of an AI, but it leaves many questions in the air. To begin with, although the new generations are already living in a virtual world and outside of analogue, exalting the idea of unreal beauty could become even more problematic than filters. Therefore, exaggeratedly distorting ‘real beauty’, we don’t know what consequences it may have in the future.
On the other hand, there is already a growing fear that artificial intelligence could make some jobs obsolete and take jobs from humans. The first case has already occurred: a company replaced its CEO with an AI. And this is expected to continue to rise.
As we know AI can create images that are out of this world and if that becomes standard, what will happen to jobs in the sector? In this case we are talking about designers, photographers, stylists and other people in charge of the creativity of a brand or company.
Nor should we forget a topic of vital relevance: Copyright. Images generated by artificial intelligence are created from fragments of others that already exist. That is, the authors of the original pieces can say that the art IA infringes your copyright by using copyrighted material to build new images.
Finally, as a marketing strategy, exaggerating the launch manages to break down barriers and create an imaginary world, as mentioned by Stradivarius. But, if what appears is not real, What are they really offering to consumers? Are they just clouds in the air or an innovative campaign?
Mariel Otero Journalist passionate about fashion, the world of beauty and the source of lifestyle. Lover of stories worth telling, series, movies and sagas. Cheesy and closet geek.