NOVAWEAR® transparency standard

Real products. New visual worlds.

We use AI-generated models for a large part of our campaign and product imagery. Not to hide anything, but to make image production more efficient, flexible and economical for our customers.

01

Why we use AI models

A traditional fashion shoot involves far more than a model and a camera. It can include a photographer, studio or location, styling, make-up, travel, organisation, catering, post-production and usage rights. Even one production day can create a substantial cost block.

Those costs do not disappear – they normally flow into calculations, marketing budgets and ultimately product prices. AI-assisted image production helps us reduce this effort and present new products faster across different looks.

02

The benefit should reach you

We do not use lower production costs as an excuse for artificially high margins. Our aim is to offer NOVAWEAR at accessible prices, develop new designs more frequently and continue improving the visual quality of our store.

We do not promise a fixed saving on every single item. Prices still depend on the garment, print or embroidery, workmanship, logistics, tax and other product costs. More efficient image production does, however, give us additional room for fair pricing and product development.

03

What is real – and what may be digital

The person, pose, setting or individual parts of a campaign visual may be created or edited with artificial intelligence. A model shown in an image is therefore not necessarily a real person.

The specific information on each product page is decisive for your purchase. Material, available colours, sizes, fit, print or embroidery placement and care information describe the product you can order. Screen settings and digital image production may still cause slight differences in colour or appearance.

04

Labelling from 2 August 2026

The transparency obligations under Article 50 of the EU AI Act apply from 2 August 2026. They cover, among other things, the detectability or labelling of certain AI-generated or manipulated content. The precise legal scope depends on the nature, use and classification of the content concerned.

NOVAWEAR is adopting an easy-to-understand transparency standard: model and campaign images that we identify as AI-generated or materially AI-edited will be visibly labelled, including where a detailed assessment might result in a narrower statutory duty.

This page describes our transparency standard and does not replace individual legal advice. We review our implementation continuously against official EU guidance.

05

Our transparency promise

  • AI-generated model and campaign representations are labelled clearly.
  • We do not invent supposedly real customers, reviews or testimonials.
  • Product data and orderable variants remain clearly separate from image staging.
  • We update our labels when legal requirements or technical standards change.