Mango, one of Europe’s leading fashion groups, demonstrated its commitment to innovation with the creation of the first campaign generated entirely using artificial intelligence for the limited-edition Sunset Dream collection of the Mango Teen youth line, now available in 95 markets. The company is a pioneer in the fashion industry and one of the first to develop the graphic image of a collection using this technology. 

“This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world,” says Jordi Alex, Chief Information Technology Officer at Mango. “Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because technology will either make us more human or it won’t,” he adds. 

A variety of internal teams collaborated on the development of the campaign, including Mango Teen’s design, art and styling, dataset and AI model training, and its photography studio, among others. The creation process began with shooting with real photos of each garment in the collection. By leveraging the real photos, a generative AI model was trained to learn how to generate images by positioning the real garments on a model. In this phase, the biggest challenge was achieving images with editorial quality similar to a fashion campaign, while maintaining the characteristics of the garment and the model. Finally, once the images were generated with AI, the art team selected, retouched, edited and mastered the images in the photography studio.  

This technological advance and the commitment to digital transformation are part of the Earn lever of Mango’s Strategic Plan 2024-2026, which aims to create value through technological development, data management and operational excellence.

Commitment to innovation

Innovation has always been a key pillar of Mango’s strategy and has helped the company become one of the leading groups in the European fashion industry. From the creation of a differentiated business model to brand communication with the main celebrities of the moment or the pioneering commitment to digital transformation, the company has been at the forefront of its sector.

Since 2018, Mango has developed more than fifteen different platforms that apply artificial intelligence at different points in its value chain, such as pricing and personalisation. Among the most notable is the internal conversational generative AI platform to address use cases of its employees and partners. Mango also uses an image generative AI platform to help the company’s design and product team seek inspiration by looking at different concepts in order to co-create prints, fabrics and garments and seek inspiration for window dressing, architecture and interior design. Other noteworthy platforms include the pricing policy on mango.com and in the retail store chain; the product recommendation platform for customers; as well as its presence in more than sixty countries and in more than twenty languages to improve customer service.

In January 2024, Mango ratified its commitment to digital innovation by joining Roblox, the global immersive communication and connection platform that has more than 70 million daily active users. Specifically, the company opened its first immersive store on the platform, located in the virtual Outfit Shopping Mall, where users can buy Mango Teen digital clothing and products for their avatars.