Levi’s sees the move as part of a “digital transformation journey” for diversity, equity, inclusion and sustainability, and is working with Lalaland.ai, an Amsterdam-based digital modeling studio, on the initiative.

According to Reeves, the partnership is about “increasing the number and diversity of product models in a sustainable way.” The company continued, “We view fashion and technology as an art and science, and we are excited to be working with Lalaland.ai, a company with such high-quality technology that can help us continue our journey to a more diverse and inclusive customer experience.”

As to whether it will completely replace human models, Levi’s claims that “AI may never completely replace our human models

And according to previous industry sources, Levi’s began a 12- to 19-month layoff process last year, reducing its workforce by about 800 people — almost 20 percent of the company’s total. The layoffs are part of a restructuring plan that could save about $75 million to $100 million a year.

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