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Zara Leverages AI Technology to Transform Fashion Photography and Design Processes

Style and Beauty

Zara Uses AI to Transform Fashion Design & Photos

Business Honor
24 December, 2025

The initiative highlights a shift in the fashion industry as brands embrace AI to streamline operations and creativity.

Zara is entering the evolving fashion industry by utilizing AI technology to create digital images of models wearing different types of clothing. This new method is intended to speed up the design and production processes demonstrating that fashion photography can now be produced and distributed in a different manner. This decision comes on the heels of a recent announcement made by Swedish-based rival H&M to use AI generated replicas of models to sell their products. European e-commerce store Zalando has started experimenting with AI technology to develop product photos faster which represents a trend for more and more fashion companies to utilize modern advancements in technology.

According to reports, Zara has requested model consent for use of AI to digitally alter their images, as well as compensation in line with traditional professional photography fees. Isabelle Doran, Chief Executive of the Association of Photographers in London has raised concerns about the potential of AI to reduce the number of available opportunities for photographers, models and production teams creating difficulties for both established professionals and for new entrants trying to get into the fashion industry.

Marta Ortega, chair of Inditex and daughter of its founder has spoken about her love of fashion photography. Under Ortega's leadership, Zara has attempted to define itself as a higher-end company and has redefined the concept of "flagship" stores, moving from many smaller locations to fewer, larger stores that offer an enhanced experience for shoppers. As the fashion industry stands at a pivotal point, the introduction of AI and its application brings with it critical considerations regarding the question of creativity in the future roles of human artists. Whether it will be in competition with the existing approaches of fashion photography or represent a new direction in artistry is still unknown.