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Dutch startup Lalaland, a leader in AI-generated fashion models, has been acquired by software firm Browzwear for an undisclosed sum. Based at TNW City in Amsterdam, Lalaland quickly made waves—and sparked debate—after launching its customizable, hyper-realistic AI avatars in 2019. These avatars are designed to help brands showcase more diversity and save money on advertising.
Browzwear, known for developing 3D design tools that allow fashion brands to prototype clothes without making physical samples, was already using Lalaland’s services before the acquisition. CEO Greg Hanson stated that integrating the Lalaland team fully “in-house” will enhance trust in their digital twins and speed up the transition from concept to commerce.
Singapore-based Browzwear plans to integrate Lalaland’s AI team into its R&D division. The focus is on improving virtual body shapes for better fit prediction, generating diverse, size-inclusive model avatars using AI, and automating product imagery to reduce the need for traditional photo shoots.
Michael Musandu, co-founder and CEO of Lalaland, noted that when his company first started working with Browzwear, “the synergy was obvious.” He added, “Joining forces now is a no-brainer.”
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Musandu, born in Zimbabwe, founded Lalaland to address the lack of representation in fashion modeling. “One model does not represent everyone who’s actually shopping and buying a product,” he said in an interview with the Associated Press last year. “As a person of color, I felt this painfully myself.”
However, using AI-generated avatars has also sparked controversy. In March 2023, denim brand Levi’s announced plans to test Lalaland’s AI-generated avatars to showcase more diverse body types and underrepresented groups on its website. The move led to accusations that Levi’s was seeking a shortcut to the commercial benefits of diversity.
Levi’s later stated it remains committed to live photo shoots, real models, and authentic diversity. Musandu insists that Lalaland was never intended to replace traditional photo shoots or human models. “We believe human models will continue to play a vital role in the fashion industry, establishing genuine connections with consumers,” he said shortly after the controversy.
Musandu emphasized the need for more underrepresented groups in fashion modeling if companies are serious about inclusion efforts.
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