Fashion’s AI dilemma intensifies

Fashion’s AI dilemma intensifies

Fashion’s AI dilemma intensifies

Baggu and Collina Strada are the latest fashion brands to face backlash from consumers opposed to generative AI designs. Their recent collaboration, which included psychedelic prints and a horse-shaped purse, received mixed responses on social media despite initial excitement. Critics expressed concerns over AI’s impact on artists’ livelihoods and the environment.

Collina Strada’s founder, Hillary Taymour, has used AI in her design process since last year, joining other brands like Selkie and Levi’s, which have also faced consumer pushback. Despite the controversy, the fashion industry continues to embrace AI. According to BoF’s 2024 State of Fashion Report, 73% of industry executives see generative AI as a key priority.

Mario Sorrenti’s visuals for the Baggu collection showcased AI-generated prints, which mixed hand-drawn graphics from the brand’s archives. Taymour defended the use of AI, likening it to a writer using a Thesaurus and emphasizing the importance of transparency in how brands use the technology.

AI’s critics often cite concerns about the replication of copyrighted designs and the potential replacement of human designers. The environmental impact of training AI models is another major issue, with significant carbon emissions involved in the process.

Brands like Tommy Hilfiger, Valentino, and Casablanca have also integrated AI into their marketing campaigns. Meanwhile, Heliot Emil and Norma Kamali are exploring innovative ways to use AI while maintaining their creative identities.

To address consumer concerns, brands must ensure responsible use of AI, clearly communicate their strategies, and avoid replicating other artists’ work. As AI technology continues to evolve, the fashion industry will need to balance innovation with ethical considerations and environmental sustainability.

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