AI's Impact on Fashion in 2023
In the whirlwind of 2023, Artificial Intelligence (AI) not only surged in popularity but underwent a rapid evolution, becoming a theme in every type of media outlet. Fashion was no exception.
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"AI" was declared the word of the year, sparking international organizations' interest in regulating this burgeoning technology. Spain took the lead by establishing the Spanish Artificial Intelligence Oversight Agency to construct a regulatory framework, acknowledging the challenges and risks associated with AI. Across the Atlantic, in the US, approximately 30 states or territories introduced bills and regulations in 2022, shaping the AI landscape.
In late 2023, the International Summit on Artificial Intelligence Security brought together 28 nations, including global juggernauts like the US, China, and the European Union. It was here that the potentially "catastrophic" risks tied to the rapid advancement of AI took centre stage, marking a pivotal moment in shaping the future of AI.
March witnessed a seismic shift in fashion advertising when Stradivarius, a trendy brand under the Inditex umbrella, unveiled its SS23 campaign infused with AI magic. Models, created entirely by artificial intelligence, graced the campaign, blurring the lines between reality and digital innovation. The Clueless, an AI modelling agency, further disrupted social media with two influencers crafted entirely by AI, each with a unique personality and a life of its own.
Two Examples of Companies Making Major Moves
G-Star, a Dutch denim design specialist, materialized its first design based on an AI-generated model.
Desigual, a Spanish fashion company, jumped on the bandwagon with its inaugural "on-demand" collection, a creation fueled by AI tools.
Back in April, we witnessed the inaugural AI Fashion Week, a brainchild of Maison Meta, a creative studio dedicated to exploring AI's potential in fashion. This initiative birthed captivating collections and set the stage for a second edition in November. Spain's Accidental Cutting collection, using AI technology, also made waves at London Fashion Week in September, proving AI's impact on the global fashion stage.
Major players in the industry recognized AI's potential, as highlighted in the "The State of Fashion 2024" report by McKinsey and The Business of Fashion. At the Shoptalk Europe conference in May, industry leaders emphasized the crucial role of AI investments in enhancing productivity, elevating customer experiences, and driving growth in the face of challenging economic conditions.
In retail, Zalando, the European online shopping giant, joined the AI revolution by unveiling a new fashion assistant powered by Generative AI, seamlessly integrated into its applications and e-commerce platforms.
A lot has happened and it’s only the beginning. The toothpaste is out of the tube and the fashion business has embraced AI as strongly as any other industry. It’ll be interesting to see what the next developments are with AI in the fashion business, I imagine designers are a little concerned with having their jobs replaced. I know the inner thoughts will be “But AI can’t be creative, fashion design needs human experience”, well, as much as I am a traditionalist when it comes to fashion and someone with a huge respect for creative minds. When AI can think for itself and use a century of fashion inspiration to create new ideas at the click of a button and be 100 times as productive, it should be a concern.
The ideal scenario is for humans to be able to use AI to be more productive. I believe high fashion will always have a place for creative minds because a lot of the appeal behind high fashion is about who created it and the story behind it, however, fast fashion (the majority of fashion sales), that’s another story.
Thanks for reading, David Skilling.
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