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Max Mara
Italian ready-to-wear giant plunges into AI after quiet test run

LogoSubscribers only By Zélie de Crécy
2 min read Lire en français

On the Max Mara website, the visuals for the Studio line feature both real and AI-generated models.
On the Max Mara website, the visuals for the Studio line feature both real and AI-generated models. © Photomontage Glitz – Sources : Max Mara

Max Mara plans to replace models, photographers and stylists with artificial intelligence for much of the imagery accompanying its next autumn-winter collection, keeping humans only for its main campaign. This is a radical decision that is shaking up the brand's entire ecosystem of suppliers.

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