‘Zara’ will use AI to constantly dress real fashion models
The retailer confirmed the use of AI, stating that it is actually used as a complement to traditional photo shoots, not a replacement.
Zara has begun using generative artificial intelligence to adapt photos of real models, allowing it to create multiple looks of different outfits during a single photoshoot without returning to the studio.
According to Reuters, the Spanish retailer confirmed that it is testing artificial intelligence tools that digitally recreate the styles of models already photographed for campaigns and e-commerce ads.
Instead of repeating photo shoots for each garment or setting, Zara can now re-create high-quality images and apply new garments or backgrounds using software. The company says the goal is to speed up production cycles while maintaining consistency across all its online stores.
Zara’s AI experiments follow the lead of Swedish rival H&M, which announced earlier this year that it had created AI-powered model clones for use in marketing. European online fashion retailer Zalando is also using AI to create images more quickly.
“We are using artificial intelligence only to complement our existing processes,” a spokesperson for Zara owner Inditex said in a statement. “We work collaboratively with our valued models – agreeing any aspect on a mutual basis – and compensate in line with industry best practice.”
However, this approach has raised concerns among some in the creative community. Photographers and other creative professionals have warned that even incremental automation could reduce opportunities, especially for novice photographers and production teams working on large commercial projects.
As artificial intelligence quietly infiltrates the visual language of fashion, Zara’s move reflects a broader transformation of retail. The images may look familiar, but the process behind them is changing.
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