McKinsey & Company estimates that generative AI could increase operating profits for the apparel, fashion, and luxury goods industry by $150 billion to $275 billion within the next three to five years. The company's analysts say it primarily helps scale and accelerate, rather than automate. . Designers and brands have been experimenting with different uses. Marc Jacobs used it to write show notes, and Hilary Taymor at Collina Strada and Olivier Rousteing at Balmain tested remixing past designs into future work, with varying degrees of success. I got it. Teymour ended up creating a hand-edited version of the generated design, but Rousteing said: It was very good, but not as good as what we could have done on our own,” he said speaking at his SXSW conference in March.
Norma Kamali is also training in-house models to create future designs, and retailer Revolve is sponsoring a design competition to create future styles. More specifically, companies like Estée Lauder Companies and Adore His Me use it to inform marketing and website copy, while Kering and Rent the Runway tested their Shopping Assistant. I am.
Concerns about threats to jobs remain. Levi's has sparked controversy with its AI-generated e-commerce model, with fashion models calling for stronger protections against reusing images. More broadly, media companies are already taking legal action against the common model of training published works without crediting or compensating the sources.
The education provided by Raive will help brands test the economic and creative opportunities presented by generative AI, and will focus on brand protection within the fashion industry, said Raive Co-Founder. said one Sally Shin. Select CFDA member brands will participate in workshops and one-on-one advice in addition to pilot projects. Brands participating in the partnership will have access to a unique custom image model called Raive Enterprise.
Alice + Olivia plans to generate unique generative AI models for multiple specific product categories by feeding them historical designs. Design teams can use this to develop new products, hopefully reducing time to market, Miller said.
Miller says this allows Alice + Olivia's design team to iterate through different inspiration paths more quickly, allowing designers to take over the final design and technical details once they decide what to produce. I look forward to it. “Generative AI helps shorten design cycles by allowing our design team to focus on what they want to do: convert sketches and inspiration images into real-world styles.” Miller said, adding that upskilling will lead to important professional development for the team.
Miller said the creative team has already considered tools such as Adobe's Creative Cloud Suite, which makes this area of generative AI more concrete in terms of productivity gains, intellectual property protection and other legal issues. It was found that this was the case. For corporate sites testing tools such as Microsoft CoPilot, ChatGTP, Claude, etc., their use is not quite ready for “prime time” (electronic (useful for features like email and research).
In the future, there will also be the opportunity, for example, to allow customers to “remix” the creations within the brand's own parameters, or to dress their selfies with specially designed items based solely on the brand's own work. The promise of loyalty is very appealing, but the first step is education, Singh said.
“Instead of 'Genie in a Bottle,' it's going to be 'Alice and Olivia in a Bottle,'” Miller said. “I’m looking forward to seeing where the entire team takes us.”
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