10 Fashion Ads You Didn’t Know Were AI-Made

1. Valentino’s AI-Generated Menswear Campaign (2023)

One of the luxury pioneers in this space is Maison Valentino. In January 2023, Valentino launched its “Essentials” menswear line accompanied by a campaign shot entirely using AI technology . The creative director Pierpaolo Piccioli embraced AI to produce the campaign imagery, celebrating the “game-changing possibilities” of tech in fashion . At first glance, these ads looked like classic studio fashion shots of models in sleek suits and vibrant Valentino Pink ensembles. In reality, AI generated the models and the photos – a fact not obvious unless you read the fine print. This bold move signaled that even heritage luxury brands see AI as a creative tool, not just a gimmick.

Visual asset suggestion: An image from Valentino’s Essentials AI campaign would be perfect here – for example, a side-by-side of a model in a neon pink suit from the AI-generated lookbook . This would show the reader how authentic AI fashion images can appear, even for a storied luxury house.

2. Moncler Genius – AI Meets High Fashion Collabs (2023)

When Moncler unveiled its “Genius” collaboration collection at London Fashion Week 2023, they surprised everyone with a stunning AI-generated campaign . Moncler worked with the generative AI studio Maison Meta to create visuals highlighting its new collabs with Pharrell Williams, Adidas, Alicia Keys and more . The final images featured futuristic scenes – think models in Moncler’s signature puffer jackets placed in otherworldly environments – all crafted by AI. Moncler’s team noted it was challenging to control the AI and still “retain Moncler’s designers’ DNA” in the images. But the result paid off. Many viewers had no idea the campaign wasn’t shot by a human photographer. Moncler essentially blended human creativity with algorithmic power, reinforcing that even a luxe brand known for craftsmanship can embrace tech without losing its identity.

For a visual, I’d show one of the actual AI-generated images from this campaign (as above). The image demonstrates how AI can produce editorial-quality fashion imagery – notice the rich colors and surreal composition, which hint at AI’s imaginative input while showcasing Moncler’s products clearly.

3. Revolve’s “Best Trip” AI-Generated Billboards (2023)

In April 2023, online retailer Revolve claimed a world-first: an AI-generated billboard campaign called “Best Trip” for its 20th anniversary . This was a series of three billboards along the California I-10 highway en route to Coachella, displaying fantastical vacation scenes – all created with generative AI tools. Revolve partnered with the agency Maison Meta (yes, them again!) to produce the artwork, which featured hyper-stylized models in Revolve outfits amidst dreamlike backdrops.

Consumers driving by these billboards likely assumed they were just highly stylized photoshoots. In truth, Midjourney and Stable Diffusion did the heavy lifting, with human creatives guiding the AI to achieve print-ready quality. Revolve’s co-CEO Michael Mente said this brand-elevating moment set the tone for where Revolve is heading, leveraging technology for a competitive edge . The company even sold a limited capsule collection based on the AI-created designs from the billboards . This example shows how AI art isn’t confined to Instagram or small screens – it’s literally looming over highways now!

Visual asset suggestion: A photo of one of the Revolve “Best Trip” billboards would be ideal. Picture a large outdoor ad with vibrant AI-crafted imagery of models and surreal travel scenery. This helps readers visualize how an AI-made design looks in a real-world advertising context (huge and glossy, like any other billboard).

4. Mango’s Photorealistic “Sunset Dream” Campaign (2024)

Spanish fashion retailer Mango made headlines in mid-2024 by launching the first fully AI-generated campaign for its Mango Teen line. The limited-edition “Sunset Dream” collection was promoted entirely with AI-generated models wearing the actual garments. Mango’s process is fascinating: their team first took real photographs of each piece of clothing, then trained a generative AI model to “position the real garments on a model,” producing lifelike images of teens that don’t exist. The biggest challenge? Achieving editorial quality so the images looked on par with a real photoshoot. After generation, Mango’s art directors still retouched and edited the outputs, blending human touch with AI efficiency.

The result was shockingly realistic. The AI images look like real teens posing in a warm, sunlit outdoor scene – “almost nothing gives them away as synthetic,” as one photographer noted admiringly . Mango proudly touted this as a pioneering innovation, even citing it as part of their 2024-2026 strategic plan to use tech for creativity. They proved AI can drastically speed up content creation without obvious quality loss. (Internally, Mango has over 15 machine-learning platforms for everything from pricing to design inspiration – they are all in on AI.)

For visuals, I suggest including one of Mango’s AI-generated model images from the Sunset Dream campaign. For instance, an image of an AI teenage model in Mango’s summer outfit standing in a Moroccan-inspired sunset setting would illustrate the photorealism. Many viewers would never guess this “girl” and the scene around her were generated by an algorithm .

5. Etro’s Fantastical “Nowhere” Campaign (2024)

Italian luxury brand Etro took a more surreal, artistic approach with AI. For Spring/Summer 2024, Etro’s creative director Marco De Vincenzo worked with an AI artist (Silvia Badalotti) to produce a campaign inspired by “Nowhere” – a place of pure imagination . The campaign features AI-generated models posing against fantastical backgrounds: astral maps, starry night skies, lush greenhouse gardens, and other dreamscapes . The models are dressed in Etro’s latest collection, but everything – the people and the environments – was conjured by AI in collaboration with human designers.

Etro described this human-machine partnership as a dialogue resulting in “synthetic images, emerging from the interaction between the human and the mechanical.” The imagery truly blurs reality and fantasy. It’s both familiar and alien: you recognize fashion photography elements, yet the scenes go “beyond biology and beyond logic,” as Etro put it . If you saw these ads in a magazine, you might assume heavy Photoshop was used – but not necessarily that every pixel (even the models) were AI creations.

Visual asset suggestion: One of Etro’s AI campaign images would fit well. For example, a model in Etro’s patterned dress standing under a cosmic sky full of constellations. This would highlight the ethereal, artistic quality of Etro’s AI-generated ads, which are a far cry from straightforward catalog shots.

6. Guess’s AI Supermodel in Vogue (2025)

One of the most talked-about cases is Guess and its AI model appearing in Vogue. In August 2025, readers of American Vogue encountered a two-page Guess ad spread with a flawless blonde model in a floral romper and a striped maxi dress . The styling and lighting looked just like a typical high-end fashion shoot. Only a tiny fine-print disclaimer revealed the truth: the model was AI-generated . This was historic – the first AI model to grace Vogue’s pages.

Guess worked with an AI agency called Seraphinne Vallora to design this synthetic model (they even gave “her” a name: Vivienne). It took five AI specialists about a month, using hundreds of iterations, to get the perfect results, at a cost well into six figures. The outcome: a “glossy, golden-tressed Aphrodite” of a model, described as an amalgam between Kate Upton and Margot Robbie . In other words, the idealized bombshell. The public reaction was swift and intense – many criticized the move for promoting unreal beauty standards and potentially displacing real models.

From a marketing perspective, however, it proved how convincing AI visuals have become. Unless told, readers wouldn’t know that the willowy Guess “supermodel” isn’t human . This example is a wake-up call: AI has reached the glossy magazines.

For a visual, I’d include a snippet of the Guess Vogue ad itself – perhaps the AI model in the blue floral outfit, which showcases how life-like and high-fashion an AI model can appear . (The fact that this image caused such debate would surely intrigue readers.)

7. Gucci’s AI-Generated Show Imagery (2025)

Even Gucci, a trendsetting luxury house, has explored AI in its marketing. In February 2025, Gucci commissioned an independent AI creative director, Sybille de Saint Louvent, to create a series of visuals for the Gucci Fall/Winter 2025 collection. She had already gained online fame for making “fake” fashion campaigns with AI, and Gucci gave her “carte blanche” to interpret the show’s theme of duality. The resulting campaign visuals – including an eerie video of two mirrored figures – were born from generative algorithms rather than a traditional shoot .

What’s striking is that Gucci officially used these AI-made images in their marketing mix, signaling a high level of confidence in the technology’s creative potential. Gucci’s foray shows that AI isn’t just a toy for indie artists; it’s entering the luxury marketing toolkit. As Sybille herself noted, early AI outputs looked obviously computer-generated, but the tech improved rapidly and can now produce “deceptively realistic” campaigns. Gucci wanted to be on that cutting edge.

Visual asset suggestion: An image frame from Gucci’s AI-generated duality-themed visuals could work. For instance, the shot of a woman facing a mirror where instead of her reflection, she sees a different person – a scene actually from Sybille’s AI video for Gucci. It’s a haunting image that underscores the duality concept and also the slightly surreal quality AI can introduce.

8. H&M’s Digital Model “Twins” (2025)

Fast-fashion giant H&M jumped on the AI bandwagon by creating AI-generated “digital twins” of human models. In July 2025, H&M unveiled its first campaign featuring these AI doubles in place of real people. The campaign images were posted on Instagram and looked just like normal model shots at first glance. H&M ensured transparency by marking them with a small “digital twin” label in the corner of each image.

What’s clever is that these AI models aren’t purely imaginary – they are based on real models (with those models’ consent). Top model Vanessa Moody, for example, had an AI version of herself pose for H&M. H&M emphasized that the human models retain full ownership of their digital likenesses. According to H&M’s chief creative officer, the goal is to “reimagine how we showcase fashion” by using generative AI to amplify creativity, not replace it.

This approach garnered mixed reactions. On one hand, it’s efficient – H&M can theoretically produce more content, faster. (The company said it would explore using these AI models across various cities and styles in future campaigns.) On the other hand, some creatives worried about job losses or a slide back to homogeneous beauty standards. Notably, H&M’s move came after competitor Levi’s announced a plan to test AI models for diversity in 2023 – and faced backlash for it. It seems H&M learned from that, proceeding more carefully and with assurances that real creatives remain involved.

For a visual, an example from H&M’s campaign could be used: e.g. a side-by-side of the real model and her AI twin wearing the same outfit. (H&M actually shared such comparisons to show how identical they looked .) It’s a great illustration of how eerily indistinguishable an AI clone can be from a real person.

9. Zalando’s AI Model Revolution (2024)

While not a single “ad” per se, Zalando’s widespread use of AI in its marketing imagery deserves inclusion. Zalando, Europe’s big fashion e-commerce platform, revealed that in late 2024 roughly 70% of its product images were produced with AI. They’ve been creating “digital twin” models in partnership with a studio in Hamburg, allowing them to virtually dress these AI models in apparel instantly. The goal is to cut the huge cost and time traditionally needed for photoshoots – and it’s working. Zalando’s VP of content said AI cut costs by 90% and slashed photo production time from ~8 weeks to just 3–4 days.

Those are staggering stats. It means if you browsed Zalando’s site or saw their social ads in 2024, there’s a good chance the smiling person in the outfit was generated by an algorithm. And you likely didn’t notice. The quality has become that good. Zalando insists the digital twins are high fidelity – they capture fabric texture and drape realistically, just at much greater scale and speed. This allowed Zalando to react to trends almost in real-time with fresh imagery. Essentially, AI gave their marketing team “four hands instead of two,” enabling content creation at the pace of fast fashion culture.

Visual asset suggestion: We could show an example Zalando AI model image. For instance, an AI-generated model wearing a dress, next to the same clothing item laid flat. The idea is to demonstrate how the AI can put any garment on a virtual model and make it look photographically real. This highlights the massive scalability AI brings to fashion marketing.

10. Levi’s Virtual Models for “Diversity” (2023)

Lastly, let’s discuss Levi’s, because their experiment underscores the pitfalls and possibilities of AI in fashion. In early 2023 Levi’s announced it would start using AI-generated models to increase diversity on their e-commerce site (in partnership with Lalaland.ai). The plan was to generate virtual models of different body types and skin tones to supplement human models, so customers could see clothing on a wider range of representations. While the intention sounded good, Levi’s got immediate blowback. People accused them of opting for “fake diversity” instead of hiring more diverse real models.

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Under pressure, Levi’s clarified that the AI models were a trial and wouldn’t replace real photoshoots. Indeed, as of 2025, Levi’s has not rolled out a full AI ad campaign – but they did experiment internally. For example, one AI-generated model they tested in 2023 (a Black female avatar) looked realistic enough that many observers wouldn’t have guessed she wasn’t human. Hindustan Times reported that Levi’s started these AI model trials in 2023 for greater representation across sizes and skin tones . The irony is that an algorithm can produce a perfectly curvy, dark-skinned model – but using it in lieu of a real person raised ethical questions.

I include Levi’s as a cautionary tale: it shows that just because you can do something with AI (and even if it looks real), the audience might still prefer an authentic human touch. The conversation Levi’s provoked has been valuable for the whole industry. Fashion brands are learning they must use AI thoughtfully, balancing innovation with inclusivity and transparency.

For visuals, if available, we could show the AI model image Levi’s tested (the one that circulated in news articles). It would illustrate how convincing the model looked, and spark a discussion: if we didn’t mention she was AI, would anyone know? That drives home the key point – you often can’t tell.

Final Thoughts

From Valentino’s high-fashion lookbook to Mango’s catalog shots, these examples prove that AI has quietly – and not so quietly – arrived in fashion advertising. And it’s not just one-off stunts; it’s becoming an integrated part of how brands create content. McKinsey analysts estimate generative AI could add a whopping $150–275 billion in value to the fashion industry by 2030, across design, marketing, and beyond. Based on what I’ve seen, that doesn’t surprise me. AI can dramatically speed up production, cut costs, and even enable creativity that was previously impossible (who else would put models in outer space “Nowhere” lands like Etro did?).

That said, these innovations come with big questions. How do we maintain authenticity and diversity when images can be too perfect or too homogenous? How do creatives (photographers, models, etc.) adapt when a chunk of work can be done by AI? As a marketer, I’m excited by the possibilities – I can brainstorm a campaign and generate a visual sample in minutes. But I also believe the human element remains crucial. The best outcomes in the cases above happened when teams treated AI as a co-pilot (to use Mango’s phrasing) rather than a total replacement.

Our target audience – savvy e-commerce and fashion folks – should take note: AI is not sci-fi anymore; it’s a practical tool in your toolbox. The key is to use it strategically. Be transparent (audiences appreciate honesty, like H&M’s labels). Be ethical (don’t use AI to avoid real diversity or undercut jobs without a plan). And most of all, be creative! Some of these ads were so compelling because AI enabled a new kind of artistic expression.

Bottom line: If you didn’t know these ads were made with AI, now you do. Next time you see a campaign that’s unusually flawless or fantastical, you might just wonder – was there a human behind the camera, or an algorithm behind the scenes? In 2025, it could very well be both. And as the Head of Marketing at Fourmeta, I’ll be watching closely (and experimenting responsibly) as this trend unfolds. After all, staying on the cutting edge is what keeps our work exciting – and there’s nothing quite like the thrill of realizing “Wait, that model isn’t real?!” to remind us we’re living in the future of fashion marketing.

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