Mango presents a campaign with models generated by artificial intelligence

Mannequins replaced by artificial intelligence. The Spanish brand Mango has just launched a new collection of sportswear for teenage girls, and for its campaign, the brand, which is not the first to do so, has decided to rely on artificial intelligence. The only clue to knowing that these are not real models is a discreet sentence at the bottom right of the photo. Enough to believe that these women really exist.

Women without any imperfection, and above all very thin. A choice from the brand, which claims to focus on digital, which alerts Karen Demange, clinical psychologist specializing in eating disorders. “Will teenage girls say to themselves that this is an unrealistic image? I don't think so, on the contrary, the image is made to be attractive to this audience. There are identification issues. So to choose AIs who are thin, even skinny, we can imagine that we could say to ourselves 'I'm not going to buy this dress, I have too many shapes'.“

1 in 5 young girls adopt food restriction practices in their lives

On social networks, some customers also say they have fear of being disappointed when wearing the outfits in real life. “Still unattainable expectations for women” can we read for example. Brands already use other tools like Photoshop. So for Mango, who did not respond to us, artificial intelligence is a further step. A step already taken this summer with the launch of its Sunset Dream range, with models generated by artificial intelligence. A collection also aimed at teenage girls, a particularly vulnerable audience. According to Inserm, one in five young girls adopts restrictive and restrictive practices. food fasting in his life.