Girish Suryajoies
Principal UX Designer
AI Online Shopping
role: Senior Design Consultant
team: 3 + 1 Vendor
responsibility: Leading / Strategy / Vendor management
duration: 3 Months
Introduction
Myntra is one of India’s top online fashion retailers, renowned for a vast and diverse catalog in clothing, footwear, and accessories. Recently, Myntra has leveraged generative AI to transform garment showcasing: it not only recommends customized outfits to shoppers but also generates AI-powered visual models of garments—displaying clothing in virtual environments and eliminating the need for traditional photoshoots or real-world models.
Requirement
-
Develop an AI model that generates flatlay visuals (garments (around 15,000) laid out flat, not on mannequins) for online catalog use.
-
Allow full creative control over model parameters, including age, nationality, hair, fabric texture, environment, and gender—enabling hyper-personalized visualizations for each garment.
-
Ensure output is high resolution (HD) and export-ready for downstream editing or retouching in professional workflows.
-
Prioritize flat outlay imagery over mannequin or avatar-on-body rendering for certain catalog or promotional needs.
Goal
-
Empower Myntra’s creative and merchandizing teams to produce, customize, and quickly update garment visuals at scale, reducing reliance on studios, models, and physical resources.
-
Dramatically increase catalog diversity and personalization, tailoring garment display to audience segment, season, festival, or trend without expensive reshoots.
-
Enhance shoppers’ confidence in product details and styling through crystal-clear, high-fidelity flatlay imagery.
Design Decision
-
Parameter-Driven AI Generation: Integrate a generative AI pipeline where users set demographic and style attributes (age, gender, nationality, texture/detail, environment) as inputs—model responds with consistent, high-quality renders.
-
Flatlay Rendering Engine: Focus visual generation on flat garment displays with neural networks trained on Myntra’s product data. Bypass mannequin/body overlays, supporting merchandising styles and editorial needs.
-
HD Output Pipeline: Ensure renders are exportable in high-res formats (PNG, TIFF) to meet the requirements of print, marketing, and post-processing professionals.
-
Retouch-Ready Workflow: Structure the export to support subsequent editing (transparent backgrounds, editable layers, color fidelity).
-
Seamless Platform Integration: Allow merchandisers, designers, or even advanced end-users to generate new visuals from within Myntra’s creative management suite or through a dedicated, secure private web interface.
Value additions
-
Rapid Catalog Expansion: Increase the pace and variety of catalog refreshes without traditional photoshoot lead times
or costs. -
Personalized Marketing: Enable context-specific or event-based garment displays (e.g., “Summer Looks for Goa Beaches”—generate flatlays with relevant backdrops and textures).
-
Consistency in Visual Merchandising: Uniform lighting and presentation for all product imagery, essential for high-conversion digital catalogs and campaign pages.
-
Sustainability: Drastically reduce need for physical samples, travel, and resource-intensive traditional photoshoot logistics.
-
Creative Flexibility: Designers can prototype, iterate, and test product visuals rapidly, supporting faster go-to-market and enhanced collaboration between fashion, tech, and marketing teams.