Mar 28, 2023
The Galician group Inditex is experimenting with AI. Its chain, Stradivarius, has launched an AI-generated spring campaign. This initiative is the first time the company led by Marta Ortega has used artificial intelligence for creative purposes. The textile group has already made its first forays into the metaverse and digital fashion with several of its chains.
With the aim of presenting a revolutionary and innovative offer, Stradivarius has reinvented its April collection, already available in its physical boutiques and online shop, by creating images for its campaign that have never existed, using AI. The brand believes that this new concept could “reinvent fashion.”
In the campaign, the collection, made up of cross back midi dresses, flowing blouses, floral prints, asymmetrical necklines, as well as denim jeans and jackets, take the form of dreamlike fashion editorial garments. Stradivarius’ creative artificial intelligence conceived a series of photographs featuring virtual models and garments that do not exist, creating an explosion of colour in which flowers mingle with enveloping fabrics.
According to the brand, this campaign is “an exaggeration of the real collection and reflects what fashion would be like if reality was not limiting us”. The brand’s website also displays the original photographs from the real collection’s lookbook.
Beyond aesthetic experimentation and innovative design, the project also questions the way and pace at which we work, as well as the creative limits within which fashion has evolved until now. It remains to be seen to what extent the Inditex group and all its brands will integrate this technology when presenting their campaigns and products characterised by their high turnover.
Founded in 1994 as a family fashion company, Stradivarius joined the Inditex group in 1999 and is based in Cerdanyola del Vallès (Barcelona). With a retail network of 849 shops at the end of the financial year 2022 (compared to the 915 with which the brand operated years before), the chain increased its sales by 13% to 2.056 billion euros. For its part, the Inditex group closed 2022 with an 18% increase in turnover to 32.569 billion euros.
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