Swedish brand H&M debuts AI-generated denim series with Digital Twins

Co-created with a dedicated team and accompanied by a behind the scenes film, H&M wants to show how generative AI can be used to amplify and elevate a creative process.

"We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many," says Jörgen Andersson, Chief Creative Officer, H&M.

"I am super excited to further explore AI in this way on the side of my own photography. It´s an interesting tool to add to our creative toolbox," says Johnny Kangasniemi, photographer.

This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent, says Vanessa Moody, model.

The first drop goes live on July 2nd, and during fall we will continue the exploration with several different expressions across different cities.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)