Levi's and Lalaland.ai collaboration crisis

Levi Strauss & Co., a popular fashion label commonly known as Levi's, was involved in a crisis situation in March 2023 as a result of their partnership with Lalaland.ai, an artificial intelligence (AI) company. The partnership was created with the intention of using AI‐generated models to s...

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Bibliographic Details
Published in:Journal of contingencies and crisis management 2024-03, Vol.32 (1), p.n/a
Main Author: Maiolo, Lila
Format: Article
Language:English
Subjects:
Artificial intelligence
Case studies
Crises
crisis management
Criticism
diversity
Levi's
Partnerships
Online Access:Get full text
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Summary:Levi Strauss & Co., a popular fashion label commonly known as Levi's, was involved in a crisis situation in March 2023 as a result of their partnership with Lalaland.ai, an artificial intelligence (AI) company. The partnership was created with the intention of using AI‐generated models to show more diversity in Levi's modelling. However, the brand received intense backlash and criticism following the partnership's announcement for cheapening diversity by failing to use real models. In the format of a case study, this paper describes the situation and evaluates Levi's crisis response in this relevant and dynamic dilemma.
ISSN:0966-0879
1468-5973
DOI:10.1111/1468-5973.12527