A New Era in Fashion: AI Shopping, Virtual Models, and the Rise of Interactive TV Ads

In this blog, we explore how AI-driven tools and interactive features are reshaping traditional industries, from television advertising to fashion modeling. By integrating shopping with TV and transforming fashion through AI modeling, brands are finding new ways to connect with consumers. Below, we delve into the innovations making waves in each field.

Interactive TV Ads: Shopping Made Easy

Television is evolving from a passive experience to an active shopping platform. Tools like Peacock's “shop the look” feature and Google Lens allow viewers to purchase items featured in shows, seamlessly blending shopping with entertainment. This advancement allows TV advertising to compete with social media’s shoppable content, such as TikTok Shop, redefining how consumers interact with TV.

AI’s Impact on Fashion Modeling

AI technology is now reshaping the modeling industry. Brands such as Mango, Levi’s, and Louis Vuitton have begun partnering with AI modeling companies, which offer digital models that align with brand aesthetics and cost much less than human models. Mango has even used AI to design collections, allowing rapid content creation that could alter the $2.5 trillion fashion industry landscape.

Private Equity Shifts in Fashion

Long-standing private equity investments in fashion are due for a shakeup. Tapestry Inc. and Capri Holdings, among others, may soon sell iconic brands like Stuart Weitzman, Versace, and Jimmy Choo. As these brands shift ownership, we can expect new investment to bring fresh approaches, which may change luxury fashion's direction.

The Marathon Craze and Fashion’s Role

Marathons have become a platform for lifestyle branding, bringing together fitness and fashion in new ways. With brand-sponsored run clubs and marathon-themed releases, events like the New York City Marathon now blend performance and exclusivity. Maybelline’s partnership as the race's beauty sponsor shows how brands leverage fitness culture to engage health-conscious consumers.

Resources Followed

To generate this blog, we referred to insights and information from reputable sources in the fashion and business industries, including:

• Fashionista on interactive television advertising trends. 

• Bloomberg on AI’s impact on the modeling industry and brand innovation

• WWD for private equity movements in fashion

• Business of Fashion on marathon culture as a lifestyle marketing platform