Levi’s will ‘complement human fashions’ with AI-generated fakes

Levi’s is partnering with an AI firm on computer-generated trend fashions to “complement human fashions.” The corporate frames the transfer as a part of a “digital transformation journey” of variety, fairness, inclusion and sustainability. Though that sounds noble on the floor, Levi’s is basically hiring a robotic to generate the look of variety whereas ridding itself of the burden of paying human beings who symbolize the qualities it needs to be related to its model.

Levi Strauss is partnering with Amsterdam-based digital mannequin studio Lalaland.ai for the initiative. Based in 2019, the corporate’s mission is “to see extra illustration within the trend business” and “create an inclusive, sustainable, and numerous design chain.” It goals to let clients see what varied trend objects would seem like on an individual who appears to be like like them by way of “hyper-realistic” fashions “of each physique kind, age, measurement and pores and skin tone.”

Levi’s announcement echoes that branding, saying the partnership is about “rising the quantity and variety of our fashions for our merchandise in a sustainable method.” The corporate continues, “We see trend and know-how as each an artwork and a science, and we’re thrilled to be partnering with Lalaland.ai, an organization with such high-quality know-how that may assist us proceed on our journey for a extra numerous and inclusive buyer expertise.”

Levi’s claims, “AI will probably by no means totally exchange human fashions for us” (notice the qualifying “probably”). However I can’t assist however see this as step one in a dystopian sluggish stroll towards automating the business. As AI-generated “images,” art and writing develop ever extra convincing, we might be naive to take firms at face worth once they insist strikes like this are about PR-friendly ideas like celebrating variety and looking for the surroundings. On the very least, it’s awfully handy that these high-minded motives additionally allow them to mass-produce one thing that beforehand required hiring individuals.

Levi Strauss reportedly started a 12-to-19-month means of chopping round 800 jobs — nearly 20 % of its company workforce — final 12 months. It was a part of a restructuring plan to avoid wasting about $75 million to $100 million yearly.