Fashion’s Newest Trend: AI Images

By: Andrea Cardillo, Co-Founder & Head of Content, That Tracks Content

Credit: Mango’s Sunset Dream teen collection

Content creation is always evolving—and at That Tracks, staying ahead of the latest trends has always been our priority. But, AI Content Creation is far more than just a trend. It’s all about giving new and emerging brands the ability to imagine and create stunning content for product launches–without the exorbitant cost of admission.

AI in the fashion space is still in its early days. And like any new technology, it has its lovers and haters. 

Mango: The Early Adopter

Mango was one of the first brands to embrace AI—not just creating AI models and using them to launch a new teen clothing line, but boldly owning the decision. It’s a move many brands are still shying away from, likely fearing backlash. And backlash came fast and furious for Mango. 

But they held firm. No regrets. 

As Jordi Alex, Mango’s Chief Information Technology Officer, put it: “This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world.”

Mango’s CEO Toni Ruiz doubled down in an interview, saying the goal was simple: faster content creation and keeping costs down.

Two points that are hard to argue with. 

A traditional product launch can cost hundreds of thousands of dollars. Location, studio space, photographers, clothing stylists, hair and makeup artists, lighting, and, of course, the models. 

Then there’s the turnaround time. We’re talking months from idea inception to execution. And if you’re a new brand, once you finally have your product, you want to get to market—fast. AI can help make that happen. 

Why It Tracks

For a recent client, AI levelled the playing field—delivering high-quality, original photos in a cost-effective, timely way. We created incredibly realistic brand characters, dozens of stunning product images, original backdrops and an animated hero image to elevate their landing page.

And the clothes? They’re real. Trust us. We personally wore every item so we could make sure the colour and fit were accurately captured.

“The backlash is confounding to me,” said Ingrid Bakewell, Co-Founder and Chief Content Strategist at That Tracks Content. “We should be celebrating the fact that AI is removing barriers for new brands. No one complains that the image on their cereal box is white glue and not milk. Nobody believes the billboard of the Big Mac is the same burger you get at the drive-through. I think with AI, the general opinion is still catching up to technology. ” 

AI-generated character combined with real product

The Debate Continues

But even with so many advantages, AI in fashion remains controversial. 

Marcos Angelides, Co Managing Director at Spark Foundry, has been tracking the AI trend closely and regularly shares his thoughts on his popular TikTok channel.   

Last fall, he called out Mango on TikTok for using AI-generated models in that teen clothing line campaign—asking his audience if it was #FalseAdvertising. 

The opinions poured in.

Marcos Angelides’ TikTok that went viral. Credit: @marcos.angelides

Some said yes, arguing it was misleading customers. Others saw it as a cost-cutting move that could threaten jobs in the creative industry.  Many worried that the clothing itself was fake, too. The most passionate critics? They called for a boycott of Mango. 

Angelides poked and prodded, challenging the minds that were already made up. Is it any different than using mascara on fake lashes? He asked. What about the traditional way of having clothes pinned to stick-thin models? Is that any better?

A few saw the potential of AI and wanted even more from the technology—hoping for a more inclusive future where they could upload their own measurements or body type, and virtually try on clothes. 

One thing we can all agree on? 

AI is here. And it’s not going anywhere anytime soon. 

If you’re AI-Curious, let’s talk.