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AI in the fashion industry: Exploring the impact and possibilities

Irwin Mitchell, in collaboration with the Franco-British Data Society (FBDS), recently organised a seminar at the French Embassy in the United Kingdom. The event aimed to delve into the realm of artificial intelligence (AI) and its potential impact on the fashion industry. With a focus on the benefits of the virtual try-on revolution and the role of AI in the creative process, the seminar drew in an audience of technology as well as luxury retail experts, open to share their expertise and discuss the possibilities.

As the Chairperson of the seminar and the Head of French Desk at Irwin Mitchell, I led the discussions alongside prominent board members of the FBDS. We were fortunate to have industry speakers from Paris join us for this enlightening event. Dgena Mouclier, a highly creative fashion designer specialising in Upcycling Couture, shared insights into how AI may impact the creative process. James Walters, co-founder and CEO of Avumi, a pioneer in virtual try-on technology, highlighted the potential benefits for both consumers and brands.

The seminar aimed to dissect the life cycle of a fashion item, from its conception to its sale. One prevailing sentiment emerged from the discussions: there exists some reluctance to fully embrace AI in the creative process. The reasons behind this hesitancy are rooted in the fact that creativity is a deeply personal endeavour, combining experience, savoir faire, and emotion. The creative process remains fundamentally human.

Furthermore, in the realm of high fashion and luxury, garments are often considered akin to works of art. Customers appreciate the knowledge that the clothes they wear have been meticulously designed by a named designer, adding a unique and personal touch to their fashion choices. Integrating AI into the creative process raises concerns surrounding intellectual property law, as questions arise about who should be considered the creator of a design when AI is involved.

However, despite these reservations, we acknowledged that AI can be a powerful tool to inform the creative process for certain designers and fashion houses. By analysing trends and providing valuable insights, AI can assist in trend analysis, ultimately leading to reduced wastage. The potential for AI to optimise the creative process, while preserving the human touch, is an avenue worth exploring further.

One of the highlights of the seminar was the exploration of the virtual try-on revolution and its benefits for both consumers and brands. James Walters, CEO of Avumi, provided a captivating demonstration of their innovative product. Virtual try-on technology has the potential to revolutionise the way consumers experience fashion, enabling them to virtually ‘try on’ clothing items without physically being present in a store. This not only enhances the convenience for consumers but also allows brands to reach a wider audience, streamline the shopping experience and reduce waste.

While there may be some reluctance to fully embrace AI in the creative process, the potential benefits of AI-driven trend analysis and the virtual try-on revolution cannot be ignored. By striking a balance between human creativity and the power of AI, the fashion industry can harness the best of both worlds to create a more sustainable, efficient, and engaging future for all stakeholders involved.