A recent study has revealed the environmental impact of international fashion campaigns, which can emit up to 15,000 kg of CO₂, equivalent to the annual emissions of several households. The report highlights the environmental burden of these productions, from international travel to intensive energy consumption. However, artificial intelligence (AI) offers a promising solution.
Modelia, a Spanish startup specializing in applying AI to the fashion industry, has presented a study comparing the environmental impact of traditional photo shoots with AI-generated visuals. According to this research, AI-created images reduce carbon emissions by up to 99% and water consumption by 85%. Major brands like Zalando and Levi's are already implementing this technology to improve sustainability, reduce costs, and accelerate their processes.
The costly creative deployment of traditional fashion campaigns, including flights and transportation, is responsible for 2% to 8% of the textile sector's global greenhouse gas emissions. In contrast, the use of AI allows for the creation of visual content without relying on physical processes, significantly reducing waste and emissions.
Zalando has reported cost reductions of up to 90%, while Levi's uses digitally generated models, achieving processes up to 90% faster and with no physical waste. Iván Rodríguez, CEO of Modelia, maintains that the future of fashion must include AI to mitigate its carbon footprint and optimize production times.
In a market moving towards continuous cycles of micro-trends, AI has become an essential ally, allowing brands to maintain creative momentum while minimizing their environmental impact. This technology offers not only high-quality visual content but also efficiency and cost-effectiveness, establishing itself as a key tool in the sustainable transformation of the fashion industry.
