Artificial intelligence (AI) has become a fundamental lever in the transformation of the fashion industry. Beyond automation, it opens up an infinite field of creativity and visual experimentation. In this rapidly changing ecosystem, Desigual stands out for its bold approach, integrating technologies such as AI virtual mannequins virtual mannequins and image generation through generative AI models to reinvent its brand storytelling.

This article, published on Artcare, European leader in AI R&D for fashion and pioneer in the creation of digital mannequins, aims to shed light on the issues, challenges and opportunities offered by the convergence between AI fashion and creative innovation, while reinforcing our SEO strategy around key phrases such as AI e-commerce fashion and virtual try it on.

A creative revolution underway: AI + Fashion

Desigual's experience is a perfect illustration of how AI can become a catalyst for change, both artistically and operationally. Far from being just a fad, the adoption of AI is now strategic. Thanks to its Awesome Lab program, Desigual has been exploring new methods of creation and marketing since 2019, based on collaborations with start-ups specializing in artificial intelligence.

In 2025, the brand took a new step forward by launching an editorial campaign entirely imagined using cutting-edge technologies, while retaining a strong human artistic direction.

"AI is not here to replace humans, but to expand the field of possibilities," explains Sergio González, AI Manager at Desigual.

The virtual mannequin: the fashion face of tomorrow

At the heart of this transformation: the AI virtual mannequin. This technology, which we are actively developing at Artcare, is redefining the customer experience, product design and marketing campaigns. Far from being a simple alternative to traditional mannequins, it is becoming a strategic tool for :

🌍 Promote diversity (morphologies, skin tones, ages, genders).
🎯 Personalize the customer journey, by adapting visuals to consumer preferences.
📉 Reduce the logistical costs of physical shoots.
🛍️ Boost conversion on AI e-commerce platforms with consistent, hyper-realistic virtual try it ons.

Brands like H&M have already taken the plunge, integrating digital twins of real, paid, willing models to ensure visual consistency across all their media. Desigual is following suit, working on the consistent generation of AI faces for its product pages, a breakthrough made possible by the latest innovations in multi-angle image generation with synchronized avatars.

Creating differently: the audacity of Desigual

Desigual's success is based not only on technology, but also on the mindset that accompanies it. The company has adopted a philosophy of uninhibited experimentation, driven by founder Thomas Meyer. Far from rigid approaches, it gives its teams the freedom to explore, fail and try again.

This positioning was reflected in the collaboration with Neural Fashion by a rethinking of the rules of the creative game. Rather than forcing the AI to copy traditional processes (such as producing 10 images of the same face), the team designed a fluid campaign, where visuals draw their strength from imperfection and surprise. This strategic choice makes the campaigns more human, more vibrant - and paradoxically, closer to the sensory universe that consumers are looking for.

Generative AI and transparency: a shared responsibility

In a context where consumers are increasingly attentive to authenticity and ethics, Desigual adopts a position of transparency. Each image created with artificial intelligence is clearly labeled. This choice of clarity reinforces trust and makes AI part of a respectful and sustainable approach.

At Artcare, we share this vision:creative AI must be understood, embraced and supported. Our virtual mannequins are designed with respect for image rights, ethical standards and representative diversity. They don't replace humans: they augment them.

What Desigual teaches us about the future

The case of Desigual proves that thefuture of visual communication will be hybrid. Human emotion meets algorithmic power. An alliance that enables brands to tell more stories, more quickly, with greater personalization and fewer technical constraints.

This dynamic is exactly what Artcare offers, through its 100% AI mannequin solutions and R&D services for studios and agencies. For brands that want to remain relevant in an ultra-competitive landscape, the integration of AI virtual mannequins and AI fashion technologies is no longer an option, but a necessity.

Join the next session of the Artcare Academy

Discover how AI can transform your visual storytelling and affirm your brand identity.

Join the training

Desigual: When Artificial Intelligence Redefines Fashion