Max Mara enters the AI era
Artificial intelligence (AI) is no longer just a buzzword in the fashion industry. It is redefining design, communication and, above all, the customer experience. After experiments by houses such as Balenciaga and Gucci, it's now Max Mara Fashion Group that's making news with a subtle but revealing approach: the integration of "AI Generated " images on its e-commerce site.
At Artcare, leader in the design of AI virtual mannequins virtual mannequins and immersive solutions for fashion brands, we're keeping a close eye on these developments. Why? Because each adoption of AI by a heritage house validates a fundamental trend: the fashion of the future will be augmented by artificial intelligence.
Max Mara and its discreet shift towards AI
Long seen as the epitome of Italian "classic elegance", Max Mara has embarked on a gradual modernization. From campaigns starring Gwyneth Paltrow, Jessica Alba and Scarlett Johansson, to a Resort 2026 show staged at the majestic Reggia di Caserta, the house is opening up to a more spectacular, international storytelling.
Yet it's on the digital side that the brand surprises most. On the Max Mara Studio label's online store, some of the mannequin images are now explicitly labelled "AI Generated". These shots, inspired by editorial photography, place the garments in aspirational, minimalist settings.
A detail that makes no mistake: the discerning eye immediately recognizes the subtleties specific to AI (slightly unreal textures, almost perfect poses).
This initiative is akin to a soft launch:
Just a few images,
On a more accessible line (Studio),
Clearly labeled as AI-based,
Without interfering with the main campaigns.
In other words, Max Mara is testing without risk, while sending out a clear signal: AI is entering luxury fashion through the e-commerce door.
Why AI virtual models are seducing brands
Established players such as Max Mara are entering this field because the benefits are many. The AI virtual mannequins offer :
Customization and speed
Brands can generate visuals adapted to different collections, markets or seasons in just a few hours, with no logistical constraints.Diversity and inclusion
AI models make it possible to represent an infinite variety of morphologies, origins and styles. In an industry often criticized for its lack of representativeness, this is a powerful lever.Immersive experiences
With virtual try it on, consumers can visualize a garment worn on an avatar in their own image. This increases buying confidence and reduces returns, a major challenge for e-commerce AI.Sustainability and cost optimization
Fewer physical shoots means less travel, less waste and better allocation of marketing budgets.
Artcare: anticipating the future of AI fashion
Max Mara's approach perfectly illustrates what we are developing atArtcare. As anAI R&D studio agency, we design solutions that go far beyond mere images:
Photorealistic AI virtual mannequins,
Interactive experiences from virtual try it on,
Creative tools for e-commerce and digital marketing.
Our aim? To enable brands to combine creativity, innovation and responsibility, while meeting the expectations of modern consumers.
Conclusion: AI, a new chapter for fashion
Max Mara is only at the beginning, but the message is clear: even the most established houses need to explore AI to stay relevant. Virtual mannequins and augmented e-commerce fashion are not passing trends, but the pillars of a profound transformation.
At Artcare, we're already supporting many brands in this transition, creating 100% AI mannequins and immersive experiences that redefine customer engagement.
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