Generative AI is poised to transform the fashion industry in significant ways. According to McKinsey, in the next three to five years, AI could contribute between $150 billion to $275 billion to the operating profits of the apparel, fashion, and luxury sectors.
AI photography in fashion has sparked some debate, with concerns raised about how it might impact traditional roles in the industry, or how it could influence beauty standards. However, these challenges can be mitigated through responsible and thoughtful use of AI, and many brands are already showing that AI can complement human creativity. The real opportunity lies in how AI enables brands to create content more efficiently, reach new levels of inclusivity, and provide personalized experiences to consumers—all while staying cost-effective.
In this blog, we’ll explore how AI intersects with women’s fashion product photography—highlighting its potential while offering critical considerations for brands looking to leverage it.
Benefits of AI Photography
AI photography allows brands to showcase their products on a variety of body types, skin tones, and styles without the expense of hiring multiple models, making inclusivity more accessible for budget-conscious brands. Here are several benefits of using AI photography in women’s fashion.
Body Type Representation: AI allows brands to feature their products on diverse body types without needing to hire multiple models, making it easier to promote inclusivity.
Varied Skin Tones: Brands can showcase their fashion on models with different skin tones effortlessly, ensuring that a wide range of consumers feel represented without the cost of hiring multiple models for every style.
Multiple Styles: AI-generated imagery enables experimentation with different styles and looks, allowing brands to cater to a broader audience while keeping production costs low.
On-Location Lifestyle Photography: With AI, brands can present their products in settings that resemble iconic locations—like a safari in Africa or the streets of Paris—without the expense of actual travel and photoshoot logistics. This allows smaller brands to achieve a level of sophistication and visual storytelling previously reserved for top-tier brands.
Consistent Quality: Brands can maintain high-quality visuals across diverse representations without the logistical challenges and expenses of coordinating multiple photoshoots.
Three Things to Consider When Using AI in Women’s Fashion Photography
According to Everypixel, over 15 billion images were created using text-to-image algorithms between 2022 and 2023—a figure that took more than 150 years for human photographers to reach in the past.
At Nogin, we believe AI photography can offer substantial benefits if we approach it with care. Here are three considerations to make before utilizing AI photography for your women’s fashion brand.
1. Use AI to Promote Women’s Body Diversity
The models that walk today’s runways are different from those of 20 years ago—there is more emphasis on celebrating authenticity rather than adhering to an idealized, narrow view of beauty.
Consumers are more critical of brands that fail to represent real bodies and real people, which is why AI algorithms must be trained on diverse datasets to ensure they reflect a full range of body shapes, sizes, and skin tones.
When used intentionally, AI can be leveraged to promote body inclusivity in a way that expands, rather than diminishes, authenticity in women’s fashion. Many brands are already taking steps to train AI models on a broad range of body types and skin tones. For instance, companies like Dia & Co. recognize the potential of AI to override entrenched biases in visual representation. Its CEO, Nadia Boujarwah, told Vogue Business: “If we consciously reverse those biases systematically, that’s the most exciting outcome of all.”
2. Celebrate All Kinds of Women’s Styles
Women’s fashion is deeply tied to personal expression, and the risk of creating models that look too similar across campaigns threatens to undermine the creative spirit of the industry. To combat this, AI-generated models should celebrate diverse appearances and unique styles, from alternative fashion elements like tattoos, hairstyles, and piercings, to personal expressions that go beyond traditional body diversity. This emphasis on individuality allows brands to maintain fashion’s reputation for originality and self-expression while connecting authentically with a wider range of consumers.
Brands that succeed in this space understand the importance of training AI on diverse datasets to ensure the models they produce reflect the variety and uniqueness of real women. When properly used, AI has the potential to expand visual diversity, helping fashion companies showcase a broader range of identities and styles.
Leading brands are already using AI to expand visual diversity, ensuring that their content represents a broad range of identities. Lingerie brand Adore Me, for example, has explored using generative AI but found limitations when it came to accurately representing the fit of intimate garments like bras and corsets. To mitigate this, the company developed its own large language models for text-based tasks, ensuring control over the output. As VP of strategy Ranjan Roy told Vogue Business: “Brands that want to ensure diversity in AI imagery must build custom models and datasets, rather than relying on default AI tools that may perpetuate bias.”
3. Use AI to Support your Brand, Not Replace Creatives
AI photography can be seen as a tool that enhances the work of creatives rather than displacing them. London-based model Alexsandrah, for example, has an AI-generated twin that mirrors her appearance. Whenever her virtual twin is used, Alexsandrah receives compensation just like a human model. This approach shows how AI can work alongside human talent rather than replacing it.
Brands like Levi’s continue to stress the importance of working with real models, even as they incorporate AI into their campaigns. The goal is to use AI to complement human artistry, not to replace the unique vision that only human professionals can bring.
Need Help Navigating AI Product Photography?
For fashion brands looking to stay ahead of the product photography curve, AI photography offers exciting opportunities and possibilities. At Nogin, our experts specialize in AI-driven content creation, ensuring that your brand remains innovative while staying true to its values.
Contact us to learn more about how AI can enhance your visual content strategy without compromising your brand’s integrity.
