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Levis to ‘increase diversity’ with AI-generated models trial

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Clothing brand Levis will be trialling the use of AI-generated models later this year, in a bid to boost diversity and “elevate the customer experience”.

In partnership with start-up firm, the denim giant will be creating “hyper-realistic models of every body type, age, size, and skin tone.”, which has been building AI-generated models since 2019, currently works with a raft of fashion retailers including Calvin Klein and Tommy Hilfiger.

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As part of the scheme, Levis hopes to create a more “inclusive, personal and sustainable shopping experience” for its consumers.

In a statement, the company said: “Artificial intelligence can potentially assist us by supplementing models, unlocking a future where we can enable more customers to see our products on more models that look like themselves, creating a more personal and inclusive shopping experience.”

“We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with LaLaLand, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience,” Levis Strauss & Co global head of digital and emerging strategy, Dr Amy Gershkoff Bolles said.

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