Which Fashion Brands are using AI?

Fashion and technology—honestly, they’re basically inseparable now. Luxury houses and retail chains are both dipping their toes (or let’s be real, diving headfirst) into artificial intelligence to shake up how collections get promoted and how stories are told. Brands like Valentino, Vans, J.Crew, Superdry, Benetton, and Mango have already launched AI-driven campaigns, so this isn’t just hype—it’s happening right now.

Take Valentino and Vans, for example—they teamed up for an AI-generated campaign that mashed up couture and skate culture. Meanwhile, Mango and Benetton are using digital tools to rethink their visuals and speed up creative work. It’s clear that AI is turning into a real, day-to-day tool for both classic and high-street fashion brands.

Fashion Brands Leading AI Campaigns

Plenty of fashion brands are now using artificial intelligence to boost marketing, help shoppers discover products, and engage with customers. These moves are making campaigns more efficient, more personal, and, honestly, a lot more visually interesting.

Valentino's AI-Driven Initiatives

Valentino jumped in early, embracing generative AI for big marketing pushes. In 2023, their Essential campaign used AI-generated imagery to mix human and digital elements. It’s a fresh way to tell a brand story in high fashion.

The campaign aimed to show off a world where tech and creativity collide. With generative tools, Valentino didn’t need as many traditional photoshoots but still pulled off striking visuals. They could also tweak campaign content for different markets fast, giving them more room to experiment with marketing. This really put Valentino at the front of AI-driven fashion marketing—showing that luxury brands can use new tech and still keep their vibe intact.

Vans: Integrating AI in Marketing

Vans is using AI to get a better read on what customers want and to roll out campaigns that really connect. They’ve always leaned into youth culture, so being able to personalize and target messages is huge for them. With AI, Vans can dig into shopping data, social media chatter, and online habits. This helps them shape product launches and campaign visuals that actually fit what people are into.

They’re also playing around with AI-driven design previews, letting them test out ideas digitally before making anything. That cuts down on waste and helps them make smarter choices. It’s a mix of efficiency and creativity that fits their skate and streetwear roots.

J.Crew’s AI-Powered Product Discovery

J.Crew is using AI to make it easier for shoppers to find what they want. Their recommendation engines and search tools look at browsing, purchases, and style preferences to suggest outfits and accessories that actually make sense for each person. It just makes online shopping less of a chore and more fun. J.Crew also uses AI to manage inventory and product placement, predicting what’ll be hot and making sure popular items stay in stock. With more people shopping online, these tools help J.Crew keep up and stand out.

The GUESS AI Campaign: Fashion’s Big AI Moment

GUESS made headlines by launching an AI-generated campaign in Vogue featuring a hyper-realistic virtual model created by Seraphinne Vallora. The image looked strikingly real, with only a small note revealing it was AI-made — something many readers missed.

The campaign quickly went viral, sparking debate. Critics raised concerns about lack of transparency, reinforcement of narrow beauty standards, and the threat to human models and creatives. Supporters, however, praised GUESS for experimenting with a bold new medium and pushing fashion into the future.

Whether you see it as innovation or overreach, the campaign has forced the industry to ask tough questions about authenticity, representation, and the role of AI in shaping beauty.

Levi’s AI Initiative: A Step Toward Inclusive Fashion

Levi Strauss & Co. partnered with Lalaland.ai to explore AI-generated models as a way to show their clothing on more diverse body types, skin tones, and ages. The goal is to create a more inclusive online shopping experience, where customers can better visualize how products might look on someone who resembles them.

Rather than replacing real photoshoots, Levi’s described this as a supplement — a scalable way to add representation quickly and consistently across their catalog. This forward-thinking approach demonstrates how AI can be used not just for efficiency, but to improve accessibility and personalization for shoppers.

Nike’s “Never Done Evolving” Campaign: A Masterclass in AI & Legacy

Nike’s “Never Done Evolving,” created in collaboration with AKQA, turned heads by using AI to stage a virtual match between Serena Williams’ younger self (1999) and her later self (2017) — celebrating her evolution as an athlete.

Here’s what made it exceptional:

• Honoring legacy through technology: The campaign didn’t just reminisce; it used archival footage + machine learning to model Serena’s style, reactivity, decision-making, agility etc., in two eras. Then AI avatars played each other in simulated matches (over 130,000 games / 5,000 matches) to show how far she’d come.

• Emotional storytelling + data: Rather than cold analytics, it blended emotion and inspiration. Fans got a chance to see and feel Serena’s growth — the grit, the evolution — all in a format that’s compelling and moving.

• Innovation + scale: The technical method (machine learning + vid2player re-rendering) allowed Nike to explore new forms of sports storytelling. The campaign broke Nike’s records for organic reach on YouTube, showing that when you do something technically bold and human, you can connect deeply.

• Inspiration & motivation: The message — “never done evolving” — resonated especially well given Serena’s retirement announcement. It became more than an ad; it was a reminder about continuous growth, challenge, and pushing boundaries.
  
  

Superdry’s Approach to AI in Fashion

Superdry has gone in on AI to streamline their operations and sharpen up marketing. They use it to analyze customer data, watch sales trends, and predict what styles will hit. This helps with planning collections and avoiding overproduction, which is a headache for a lot of brands. In marketing, Superdry tests visuals and optimizes digital ads using AI, making sure the right message lands with the right people. By blending data with creativity, Superdry is holding its own in the crowded mid-market fashion world.

AI Innovations by Benetton and Mango

Benetton and Mango are taking different tacks with AI. One’s all about personalization and connecting with shoppers, while the other is using generative AI to totally rethink how campaigns look and get made.

Benetton: Personalization and Customer Engagement

Benetton is leaning into AI to get closer to its customers. Instead of just blasting out the same old ads, they’re using machine learning to study what people buy and browse. That way, they can make product suggestions that actually feel relevant. AI-driven personalization pops up in their digital campaigns and online stores—think style suggestions or deals based on what you’ve looked at before. It’s a way to bridge the gap between just browsing and actually buying.

Benetton’s also testing out AI-powered chat assistants to help with customer service. These bots answer questions fast and guide shoppers through collections. By mixing personalization with quick, helpful responses, Benetton’s aiming to feel less like a faceless retailer and more like a brand that actually listens to you.

Mango’s AI-Generated Models and Teen Line Campaign

Mango’s taking a bolder route, bringing generative AI right into their creative process. They’ve started swapping out some human models for AI-generated avatars in ads, which speeds up content creation and lets them control how campaigns look. Business of Fashion points out that this also cuts costs and gets campaigns out the door quicker.

One standout was Mango’s Sunset Dream collection for their teen line, where generative AI took over campaign visuals. The result? Consistent images that still fit Mango’s style. Using AI-generated models means they can show off a wider range of looks and body types—without all the hassle of traditional shoots. It’s not just a behind-the-scenes tool; for Mango, AI is now part of the story they’re telling.

Future Trends and Industry Insights

Fashion brands are moving fast with artificial intelligence to improve design, production, and the whole customer experience. Data-driven tools are helping companies predict what’ll be popular, personalize recommendations, and manage supply chains more smoothly.

Advancements in AI Technology and Tools

AI tech keeps getting smarter. Now, machine learning lets brands sift through mountains of sales data, social posts, and behavior in real time. Computer vision is becoming a bigger deal, too—retailers use it to spot trends in clothing images, track how products perform, and even power virtual try-ons. That means fewer returns and more confident shoppers.

Generative AI is showing up in design, too. Adidas and Tommy Hilfiger have already played around with AI-generated collections—algorithms suggest new styles, color combos, and fabrics. It speeds up the creative process and cuts design costs. On the marketing side, Mango has run with AI-generated campaigns, creating realistic visuals  easily. That’s a time-saver and fits digital-first strategies.

Personalization and Consumer Preferences

Personalization is still the big win for AI in fashion. Brands like Nike and Gucci use machine learning to recommend products based on what you’ve bought, browsed, or even your measurements. These recommendations boost conversion rates and make shopping feel curated. The engines behind them are quick to adapt, so you’re always seeing stuff that actually fits your style. Virtual try-ons are huge now—Gucci’s AI-powered version lets customers check out products digitally before buying, blending computer vision and augmented reality for pretty realistic results.

And let’s not forget chatbots and AI assistants. They’re getting better at offering style advice on the fly, analyzing your preferences and suggesting outfits in real time. It’s a more interactive, supportive way to shop—something that, honestly, a lot of us could use when we’re lost in endless options.

Supply Chain, Inventory, and Style Advice

AI is shaking up supply chain and inventory management, especially when it comes to predicting demand. Take H&M—they're using AI to spot sales patterns, which means fewer unsold items piling up and less waste. Predictive analytics lets brands tweak production to match what people actually want, so there's less overproduction, lower costs, and a bit more hope for sustainability. AI-powered inventory systems can flag which stores are running low, making the whole process smoother.

Logistics are speeding up too. Zara, for instance, leans on AI-driven distribution to get new designs from factories to shelves in record time. That way, they keep up with fashion trends that seem to change overnight. On top of all that, AI is getting involved in style advice within the supply chain. Retailers can see which styles are taking off and shift future collections in response. With big data and a dash of consumer insight, brands can rethink both their designs and inventory plans all at once.