Zara uses generative AI to create new images of real human models wearing different outfits, based on existing photoshoots, to accelerate digital catalog updates without requiring additional physical photo sessions.

First reported by CityAM on 18 December 2025, the technology takes existing photographs from model shoots and uses generative AI to digitally place different garments on the model or transpose them into different locations. Inditex confirmed the practice in a statement to Reuters, saying models are consulted on a mutual basis and compensated in line with industry standards. The stated purpose is to speed up e-commerce content production during high-rotation periods such as seasonal sales. Isabelle Doran, CEO of the Association of Photographers in London, said the approach would reduce the number of times photographers, models, and production teams are commissioned.