Fashion tech company Browzwear acquires Dutch AI fashion model startup Lalaland.
In a recent development, Dutch startup Lalaland, which specializes in AI-generated fashion models, has been acquired by software firm Browzwear. The acquisition marks a significant step in the fashion industry's ongoing exploration of artificial intelligence.
Lalaland, founded by Michael Musandu, launched customisable, realistic AI avatars in 2019, aiming to help brands save money and showcase more diversity in their advertisements. The company's AI models are designed to represent a wide range of body types, skin tones, and ethnic backgrounds, promising to increase inclusivity in the fashion industry.
However, the use of Lalaland's AI-generated avatars by brands like Levi's has sparked controversy and criticism. Some argue that these models represent a "shortcut" to the commercial benefits of diversity, while others fear they may displace human models, particularly those from marginalized groups. The debate reached a peak when Vogue used AI-generated models in a Guess ad, which conformed to conventional Western beauty standards, further fuelling concerns about the reinforcement of unrealistic beauty standards.
Musandu, however, insists that Lalaland was never designed to replace traditional photo shoots or human models. He believes that human models will continue to play a vital role in the fashion industry. In fact, the controversy surrounding Levi's collaboration with Lalaland led Musandu to emphasize the need for more human models from underrepresented groups in the fashion industry if companies are serious about inclusion efforts.
The acquisition of Lalaland by Browzwear will see the AI team integrated into Browzwear's R&D division, focusing on improving the accuracy of virtual body shapes for better fit prediction. Browzwear, known for developing 3D design tools, aims to boost its flagship digital twin software, which enables designers to create a virtual version of a garment quickly.
The acquisition has led to the Lalaland team being brought fully "in-house" by Browzwear. Musandu, co-founder of Lalaland, was born in Zimbabwe, and the synergy between Lalaland and Browzwear was obvious from the start. Lalaland is based in Amsterdam, Netherlands.
Following the controversy, Levi's issued a statement reaffirming its commitment to live photo shoots, real models, and authentic diversity. The fashion industry continues to grapple with whether AI represents a genuine step forward for inclusion or a technological hindrance that deepens divides. As the industry navigates this complex landscape, one thing is clear—the need for representation and inclusivity remains paramount.
Lalaland's AI-generated fashion models, now owned by software firm Browzwear, may influence the intersection of fashion-and-beauty, technology, and artificial-intelligence in the fashion industry. The continued use of human models, especially from underrepresented groups, is emphasized by Michael Musandu, former co-founder of Lalaland, as crucial for maintaining diversity and inclusivity in the sector.
