Creator Studio, a platform for producing merch on demand from H&M Group, is using generative AI to try to make it so anyone can make and print professional-looking designs to order, no artistic ability required.
From ChatGPT to Midjourney to Runway, the emerging technology is already showing why it could be one of the most consequential in decades for the fashion industry. Early adopters and experts unpack the opportunities and challenges of putting gen AI to use to design products, create campaigns and other content, and better connect with customers.
The buzzy brand, which used the technology to help design the collection it showed at New York Fashion Week, appears to be the first to use it to create physical runway looks, or at least the first to acknowledge it.
Innovation doesn’t have to be the enemy of luxury craftsmanship if it helps, not replaces, human creators. The question is whether a technology like AI will respect those limits as it continues to advance.
Apps that let shoppers scan themselves and customise products to their precise measurements haven’t revolutionised the way we buy basics like T-shirts and jeans, but one company thinks bridal wear’s characteristics make it the perfect fit for the technology.