Levi’s taps AI models to increase diversity

The AI models will be used in tandem with real models to add a greater range of sizes, body types, ages, and skin colours.

One of Levi's AI models. Picture: Levi's

Denim brand Levi’s will begin to experiment with AI-generated models on its e-commerce platforms in a bid to increase diversity.

From Bruce Springsteen’s lived-in 501s on the cover of Born in the USA toCindy Crawford’s skimpy cut-offs in her legendary 1991 Pepsi commercial; Marilyn Monroe’s figure-hugging, deep blue jeans in her final film The Misfits;and Jackson Pollock’s painting overalls, endless stars have helped establish the brand’s cool-factor. In it’s latest bid to capture new consumers, Levi’s will turn to artificial intelligence.

Bruce Springsteen performs with The E-Street Band at Alex Cooley's Electric Ballroom on August 22, 1975 in Atlanta, Georgia.

At the Business of Fashion technology Summit this week, Levi’s global head of digital strategy Amy Gershjoff Bolles announced that the company will begin experimenting with artificial intelligence technology to increase the diversity of models that consumers see when shopping online, with hopes that it will make the e-commerce experience “more personal and inclusive.”

The AI models, made in partnership with digital studio LaLaLand.ai, will be used in tandem with real models to add a greater range of sizes, body types, ages and skin colours.

With conversations about diversity and representation in the fashion industry at a fever pitch, it’s a move that’s sure to raise a few eyebrows. When asked why Levi’s is reverting to AI instead of hiring more diverse models, Bolles said “It would be impossible for us to have models that cover every combination of race, ethnicity, age, body size, body type.” Adding that the technology will be an appendix and not a replacement, and the brand will continue to hire real people.

AI influencer @lilmiquela

The fashion world has been playing with AI models since 2016, when the freckled Brazilian-American virtual influencer Miquela Sousa — better known by her social media handle @lilmiquela — made her debut, collaborating with brands like Chanel, Calvin Klein, Prada and Pacsun.

But there’s an unreal, gimmicky sheen to Lil Miquela — the AI models that Levi’s are experimenting with are intended to be indistinguishable from humans.

It’s a move that has already been embraced by the Australian-owned fast fashion giant Showpo, who in August last year was hand-picked by Mark Zuckerberg’s Meta for an industry-first trial using 3D AI models, which would allow shoppers to preview an outfit on a variety of AI models across its size 4 to size 20 range.

Showpo Founder and CEO Jane Lu. Picture: Tim Hunter

“We want our customers to feel represented and to be able to easily see themselves in Showpo,” CEO and Founder Jane Lu said at the time. “We toyed with the idea of shooting the same product on even more models, but when costed up, it wasn’t commercial.”