Etam tests AI imagery: a “marked drop in performance” without a real photoshoot
The French lingerie brand mixes photoshoots and AI for its product images. A fully AI-generated campaign cost about a quarter of a traditional production.
Graphic: TERRA WORLD NEWS (own graphic based on the sources listed)
French lingerie brand Etam is taking a step-by-step approach to using artificial intelligence for product images, FashionNetwork reports in an analysis published on October 20. Rather than one uniform method, Etam follows a test-and-learn approach. Creative director Camille Dufour describes one lesson: “We've seen a marked drop in performance when the photoshoot isn't carried out in real conditions.” For its swimwear range, arriving as early as January and February, the brand therefore opted for a hybrid solution.
The background is volume: Etam lists around 10,000 product references online with a high renewal rate and relies on service providers for image production. Envelope studio, co-founded by Rémi Sello, generated around a thousand visuals for Etam using a model fitting booth, AI graphic designers and retouching. Sello says the difference from real shoots is “undetectable.” A fully AI-generated Ramadan campaign for African and Middle Eastern markets was produced in two weeks at about a quarter of the cost of a traditional one.
According to FashionNetwork, Etam operates 833 stores, around 450 of them in France, and is present in 40 markets. Online accounts for about 14 percent of turnover. Managing director Marie Delahaie, in the role since this spring, wants to develop the brand further into ready-to-wear. A new flagship format combining lingerie and fashion is planned for the first half of 2027.