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Zara Uses AI to Dress Models Virtually Instead of Booking New Photo Shoots

Zara is deploying artificial‑intelligence tools to digitally re‑dress existing model photographs, eliminating the need for fresh photo shoots. The retailer asks models for permission to reuse images and compensates them at the same rate as a traditional shoot, while other creative staff receive no payment. Zara positions the technology as a supplement rather than a replacement, amid a sales slump in the UK. Competitors H&M and Zalando have already launched similar AI‑driven digital‑twin initiatives.