Four New AI Trends in Fashion
AI tools are revolutionizing personal styling by analyzing data to provide precise matches.
In the early 2000s, both kids and adults got hooked on some of the first online computer games. Remember the thrill of “Papa’s Burgeria” and other legendary cooking challenges? But the real stars were the dress-up games, where you could let your fashion sense run wild by styling 2D, hilariously unrealistic avatars with a rainbow of outfits.
How much did they wish their avatars could look more like them, or at least be more realistic? Instead, they were stuck with flat, creepy-looking digital people, leaving them to dream of a Toy Story-like future where these characters would come to life.
Fast forward 20 years – did that dream come true? Not exactly, but luckily, we don't have eerie avatars roaming our homes. Instead, we have incredibly realistic and advanced fashion games, thanks to artificial intelligence.
Recently, Tommy Hilfiger launched FashionVerse, a standalone app that allows users to style life-like avatars with authentic, three-dimensional outfits. It's the first mobile game to feature generative AI that enhances 3D visuals, making the graphics a cut above what’s currently available. <1>
AI, the fairy godmother of online games, is not only transforming how we play but also revolutionizing the entire industry. Let’s explore together 4 key ways how.
AI as a muse for fashion creativity
AI is enhancing and democratizing creativity across the whole sector (not only in games).
Matthew Drinkwater from the London College of Fashion sees AI as a creativity booster, leveling the playing field and welcoming talents from all backgrounds. Recognizing this potential, leading brands are already using it to streamline supply chains, reduce waste, and create amazing designs from simple prompts. <2>
Worried AI might steal the show from human designers? Fear not! Visionaries like Cyril Foiret and Arti Zeighami assure us that it is here to enhance, not replace, human creativity. Of course, we’ll need new rules to protect workers' rights and intellectual property. <3>
AI as your next-level customer assistant
“Hey, find me a dress for summer.”
Now you can ask this to your AI-powered assistants like Kering's "Madeline,” your stylish shopping partner on the KNXT platform.
Whether you're prepping for a Roman holiday or craving something extravagant, it delivers curated picks and insider tips to enhance your shopping experience. Alongside Madeline, companies like Zalando are pioneering AI innovations that transform shopping into interactive adventures mirroring a chat with a fashion-savvy friend. <4>
"Okay, now let's explore the next AI innovation."
AI as a gateway for trends and customer insights
Curious about how they pinpoint exactly what you need? It's all about data!
Tapestry Group – a U.S. multinational luxury fashion holding company – is redefining trend forecasting with ChatGPT and other AI tools. From uncovering trends like "Y2K" and "Barbiecore" to rapidly prototyping mood boards, artificial intelligence accelerates research and engages focus groups with precision. <5>
At brands like Coach, Kate Spade, and Stuart Weitzman, AI-driven data dashboards empower employees to enhance customer interactions and refine merchandise strategies in real-time.
AI as your ultimate style guru
With this data, AI not only assists with customer care but also transforms into your personal stylist!
At Stitch Fix – a U.S. online personal styling service – algorithms analyze customer feedback to suggest tailored inventory, empowering stylists to curate perfect selections. Google’s Search Generative Experience (SGE) allows users to create visual representations of desired products through text prompts, enhancing shopping with precise matches. <6>
A sneak peek at our next article
But wait, there’s more to the story than meets the eye! While AI dazzles with its innovations, not everything that glitters is gold. In our upcoming article, we uncover the environmental downsides of AI that may surprise you.
<1>“Tommy Hilfiger on AI and his new fashion game”, Vogue Business, available at https://www.voguebusiness.com/story/technology/tommy-hilfiger-on-ai-and-his-new-fashion-
<2>-<3>“How AI is ‘amplifying creativity’ in the fashion world”, The Guardian, available at https://www.theguardian.com/fashion/2024/feb/08/ai-london-fashion-week <4>“With generative AI, luxury hopes to finally crack digital clienteling”, Vogue Business, available at https://www.voguebusiness.com/technology/with-generative-ai-luxury-hopes-to-finally-crack-digital-clienteling
<5>-<6>“Four new ways that AI is changing fashion”, Vogue Business, available at https://www.voguebusiness.com/story/technology/four-new-ways-that-ai-is-changing-fashion
Author: Federica Paolucci