According to AIbase, Spanish fast fashion giant Zara is quietly launching a photography revolution, using artificial intelligence (AI) technology to digitally edit models' photos to cope with increasingly severe market challenges.

The core operation of this move is that Zara, after obtaining the consent of the models, uses their existing photos to "dress" them in new clothing through AI technology and places them in entirely new virtual scenes. This process completely eliminates the need for physical shoots, saving costs and time significantly.

Women's clothing, wardrobe

However, this efficient model comes with a reallocation of industry interests. According to two models who spoke to City AM, they receive the same payment as they would for a real photoshoot. However, other professionals essential to traditional photography, such as photographers, makeup artists, and stylists, may be completely excluded from this AI-driven creation process and receive nothing.

In response to external attention, Zara stated that AI technology will serve as a "complement to traditional photography, not a replacement." Nevertheless, the timing of this move is rather delicate. Just last November, the retailer's sales in the UK dropped to the lowest level in six months, highlighting the pressure to cut costs and improve efficiency.

Notably, Zara is not the only fashion brand exploring this area. Its competitors H&M and Zalando also announced similar plans this summer, aiming to use AI to create "digital twins" of models, signaling that the entire fashion industry may be entering a new era reshaped by technology.