Despite the public roasting Levi’s took for flirting with AI, smaller clothing sellers who model their own products online maintain a growing interest in replacing themselves with the computer-generated kind.
Thin, blonde and 5-foot-10, the 55-year-old entrepreneur poses in each and every one of her designs. Her husband uses his iPhone to snap pictures, which they often take on the wildflower-strewn bluffs overlooking the beach 15 minutes from their home in California’s Santa Ynez Valley, before uploading them to their e-commerce site, The Porter Collective. There, you can see Porter in her striped midi dress, in her multicolor crocheted cardigan and in her black-and-white rattan visor.
“We’re helping emerging brands that are just starting out and have zero budgets, or low budgets, to actually plan photoshoots,” said Musandu. “We really help level the playing field by representing the underdog.” Another small business owner, Jacob Flores, is looking forward to more easily finding models that reflect his customer base. The 50-year-old former web designer from San Antonio, whose online store Blissfully Brand sells skintight dresses, skater skirts and bell bottoms in colorful prints inspired by fashion from the 1960s and 1970s, has a lot of customers in their 40s and 50s. But many models for hire tend to be much younger.
The technology allows the smallest of sellers to punch above their weight. Richard Evans was facing the reality that his new wellness startup, Juro Miru, might have to launch with lifeless, digital images of his products. “We were prepared to use lay flat,” said Evans. However, he was able to afford some shots on AI models by working with Lalaland.
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