Zara has begun using artificial intelligence to create images of real models in different outfits, aiming to speed up production and modernize fashion photography. The move reflects a wider trend in the industry toward AI-assisted creative processes.
The Spanish fast-fashion brand follows European rivals such as H&M and Zalando, which have already experimented with AI-generated model imagery for marketing campaigns.
AI to Support, Not Replace
A spokesperson for Inditex, Zara’s parent company, clarified that the company uses AI only to support existing workflows. “We work collaboratively with our valued models, agreeing on all edits and compensating them according to industry standards,” the spokesperson said.
CityAM reported that a model confirmed Zara asked for approval before editing their images with AI to show new outfits. The model received the same payment as they would for attending another shoot.
Industry Context and Potential Impact
Brands like H&M and Zalando stress that AI will enhance efficiency rather than replace photographers or production teams. Despite this, Isabelle Doran, CEO of the Association of Photographers in London, warned that AI could reduce opportunities for photographers, models, and production crews, affecting both established professionals and emerging talent.
Marta Ortega’s Commitment to Fashion Photography
Inditex chair Marta Ortega, daughter of Zara founder Amancio Ortega, has long supported fashion photography. Since 2021, her MOP (Marta Ortega Perez) Foundation gallery in A Coruña, Spain, has showcased exhibitions featuring Annie Leibovitz, Steven Meisel, and Helmut Newton.
Ortega has also repositioned Zara upmarket by reducing store numbers and focusing on fewer, larger flagship stores with sophisticated layouts.
Future of AI in Fashion Imaging
By generating images efficiently with AI, Zara aims to maintain creative quality while accelerating production. The approach could reshape how fashion brands handle photography and content creation, while still respecting models and creative professionals.
