AI Transforms Fashion Communication: H&M and Mango Unveil Innovative Customer Experience
Stockholm, woensdag, 2 juli 2025.
Two leading fashion retailers are taking significant steps in AI application. H&M introduces digital model doubles in a global advertising campaign, using virtual avatars to renew creative communication while reducing production costs. In parallel, Mango launches ‘Mango Stylist’, an advanced AI assistant providing personalised style and product recommendations. This AI tool, currently available in nine regions, analyses individual user preferences and offers customers detailed fashion advice. Both initiatives mark a strategic shift towards more personalised and technologically advanced customer interactions in the fashion sector.
H&M’s AI-Driven Visual Communication
H&M has launched an innovative advertising campaign with ‘digital doppelgangers’ of models, deploying virtual avatars across various fashion capitals. The creative team, led by Jörgen Andersson, views this technology as a way to renew communication while simultaneously reducing production costs [1]. The campaign, which launched today, will present digital model doubles in different urban environments, with a transparent mention of the AI process through the ‘digital twin’ designation in the bottom right corner of the images [1].
Mango’s Personalised AI Styling
Parallel to H&M, Mango has introduced ‘Mango Stylist’, an advanced AI assistant delivering personalised fashion advice [2]. The tool is currently available in nine regions, including Spain, Portugal, the United Kingdom, France, Italy, Germany, Austria, Turkey, and the United States [2]. The AI analyses individual user preferences and offers detailed recommendations for outfits and products, particularly focused on the women’s line [2].
Strategic AI Implementation
Both initiatives are part of broader strategic plans to integrate technology into the fashion chain. Mango has already developed over fifteen internal AI platforms supporting various aspects of business operations, from pricing to design and visual merchandising [3]. These steps align with Mango’s 4E Strategic Plan 2024-2026, which focuses on value creation through technological advancement and operational excellence [2].