H&M Embraces Generative AI in Design, Debuts Denim-Inspired Digital Cufflinks

H&M has unveiled its first images created with generative artificial intelligence. Set in fashion capitals, the compositions showcase denim garments that combine seasonal trends with a timeless approach. This initiative marks a new step in the exploration of emerging technologies to expand the brand’s visual language.

The images, developed with a specialized team, are part of a project that includes a behind-the-scenes video. With this, the company aims to share the creative process behind the generation of the digital twins and demonstrate how AI can be seamlessly and professionally integrated into the fashion sphere.

From H&M, creative director Jörgen Andersson has highlighted the value of artificial intelligence as a tool to “amplify creativity and reimagine the way we show fashion,“ always aligning with the brand’s identity, focused on style and people. The company’s goal is to open up new avenues of expression and strengthen the bond with the customer through visual narratives.

H&M bets on artificial intelligence to narrate denim fashion

The project has counted with the collaboration of photographer Johnny Kangasniemi, who has highlighted the potential of AI as part of creativity in fashion photography. For her part, model Vanessa Moody has valued the experience as a positive precedent for the future without exceeding the ethical and professional use within the industry.

The first launch of these pieces, already available, will not be the only one. The group will continue to develop new proposals with AI during the coming fall. The new proposals will continue to be set in different cities around the world, allowing the brand to continue exploring fashion from multiple geographical and cultural perspectives.

In the realm of AI initiatives from fashion retail giants, just this week Mango launched Mango Stylist, a generative AI-based tool that proposes personalized looks based on style, context and occasion. This conversational assistant allows you to create a digital closet inspired by a visual experience similar to Pinterest.

The Swedish giant closed the first half of the financial year accentuating the decline of the first three months. The company ended the period with a sales decline of 1% with 112,047 million Swedish kronor, (about $11.8 billions), while profit plummeted 27.8% to 4,541 million Swedish kronor ($483,4 million).