Zara is adopting artificial intelligence to generate new images of real-life models in various outfits. The move aims to speed up the production process and support creative workflows. This decision reflects a broader industry shift toward AI-assisted fashion marketing.
AI Integration in Fashion Imagery
Zara’s experimentation with AI follows similar steps by competitors like H&M and Zalando. Earlier this year, H&M created AI-generated model clones for marketing purposes. Similarly, Zalando has implemented AI to produce imagery faster.
A spokesperson for Zara’s parent company, Inditex, emphasized that AI will only complement existing processes. The company collaborates with models, ensuring mutual agreement and fair compensation for any AI-modified images. This approach aims to maintain ethical standards and respect industry practices.
Model Consent and Compensation
Models reportedly provide approval before their images are edited using AI. Payments remain consistent with regular photo shoot rates. This ensures that AI-generated imagery does not reduce earnings for the models involved. Zara highlights that AI is intended to support creative teams rather than replace them.
Industry leaders have noted that AI may improve efficiency for fashion photography while maintaining collaboration between photographers, models, and production teams. The technology allows faster experimentation with outfits, poses, and visual styles, providing brands with more flexibility.
Zara’s Fashion Photography Legacy
Inditex chair Marta Ortega, daughter of founder Amancio Ortega, has long championed fashion photography. Her MOP (Marta Ortega Perez) Foundation gallery in A Coruna showcases the work of top photographers. Current exhibitions feature Annie Leibovitz, while past showcases included Steven Meisel and Helmut Newton, with whom Zara has frequently collaborated.
Ortega’s strategy has focused on elevating Zara’s brand. The company reduced the number of stores to concentrate on larger flagship locations. These stores offer a more spacious and sophisticated shopping experience, aligning with the brand’s premium direction.
Industry Perspectives and Challenges
Despite the benefits, the use of AI raises concerns within the photography community. Isabelle Doran, CEO of the Association of Photographers in London, warned that AI could reduce commissions for photographers, models, and production teams. This may particularly affect early-career professionals seeking opportunities in the competitive fashion industry.
While Zara, H&M, and Zalando position AI as a supportive tool, critics argue that overreliance could disrupt established workflows. Nonetheless, AI is expected to become an integral part of modern fashion marketing, balancing creativity with efficiency.
