Levi’s Faces Backlash For Plan To Use AI-Generated Models To Increase Diversity

Denim brand Levi’s has faced criticism after announcing a plan to team up with an AI company to increase diversity amongst its models.

In a press release, the company announced its partnership with Amsterdam-based Lalaland.ai, a digital fashion studio that builds customised AI-generated models. It said: “Later this year, we are planning tests of this technology using AI-generated models to supplement human models, increasing the number and diversity of our models for our products in a sustainable way.”

The announcement was met with condemnation with critics arguing that Levi’s should, instead, be employing diverse real models. On Twitter, one critic wrote: “There are hundreds, THOUSANDS of diverse models out there who can model for your brand. @LEVIS this is lazy and not the answer to being and understanding the importance of diversity in your campaigns.”

Levi’s responded by updating its press release. It added: “We do not see this pilot as a means to advance diversity or as a substitute for the real action that must be taken to deliver on our diversity, equity and inclusion goals and it should not have been portrayed as such.” It also stated that the partnership would not result in the scaling down of live photo shoots or the use of live models. “Authentic storytelling has always been part of how we’ve connected with our fans, and human models and collaborators are core to that experience”, the fashion brand said.

Lalaland.ai has worked with Tommy Hilfiger and Calvin Klein and states on its website that it aims to “diversify the fashion industry and challenge the status quo when it comes to inclusivity, sustainability and innovation”.