United Colors of Benetton have used an algorithm to help create the faces of the six models they'e using in their latest advertising campaign.

United Colors of Benetton, a global fashion brand renowned for its willingness to engage in social commentary and politically charged campaigns, have always been prominent champions of diversity.

They’re now building upon that commitment by enlisting the help of an algorithm.

The recently launched campaign ‘The Face of the City’ uses the algorithm to help produce the face of the ‘models’ they are using.

Photographers from Benetton travelled to Milan, Berlin, New York, Tokyo and London. In each city they photographed a group of women, and amalgamated the pictures using the purpose built algorithm

Demographic data from each location was also used to ensure that the resultant face was a balanced representation of the ethnicities in each city. This included features such as skin tone, hair type and the overall shape of the face

Generally, we are more accustomed to seeing algorithms being used in GPS systems and the search engines we use everyday.  However, ‘Face of The City’ is enabling their traversal of the fashion industry.

The six final faces are stunning portraits born in a world in which the melting pot of society has become the norm and reflect United Colors of Benetton’s long history of embracing the power of diversity - a United Colors of Benetton spokesperson