What does artificial intelligence design propaganda mean for fashion?

In late December 2022, months after the official collaboration debuted, visually delicious images emerged. Jacquemus x Nike Ski group appeared. Smoothly lined textures, soothing shadows, and cartoon silhouettes instantly attracted netizens in China and the rest of the world. catch? They weren’t real physically.

Designed by shoe designer Marco Simonetti and co-founder of RAL7000STUDIO, all apparel and accessories are digital only. Created by Artificial Intelligence (AI). But that didn’t stop social media from exploding. TikToker @tweet He sums up the hype, stating that Simonetti “has the fashion world in a stranglehold.”

Jacquemus x Nike shoes presented by AI by Marco Simonetti and his design studio RAL7000STUDIO.  Photo: RAL7000STUDIO

Jacquemus x Nike shoes presented by AI by Marco Simonetti and his design studio RAL7000STUDIO. Photo: RAL7000STUDIO

The fact that the RAL7000STUDIO AI cutouts have seen more interest than the actual Jacquemus x Nike collection itself portends just how much potential the technology has. According to Simonetti, the concepts of artificial intelligence can be explained simply as “The ability of a computer to display human-like capabilities that stimulate and enhance human creativity, with the aim of generating innovative ideas and thought processes.”

Feeding the ideas of actual designers and artists, computer programs for artificial intelligence can use these as fuel to produce infinite models. “Using AI, every creator has the possibility to develop any initial idea or sketch into multiple design options, by creating unlimited iterations of the same concept,” adds Simonetti. It’s a fast creative process. He believes that if it is adopted by luxury brands and homes, designers can use their time more efficiently.

Nike x Jacquemus

One of the AI-generated bags for Jacquemus x Nike from RAL7000STUDIO. Photo: RAL7000STUDIO

As Simonetti notes, all the major sportswear brands are already working with forms of technology, and luxury houses have published it in their mood board. global market for artificial intelligence It was fashion It said at $270 million (CNY 1.8 billion) in 2018 and expected to grow to $4.4 billion (CNY 29.8 billion) by 2027; Public relationsThat companies realize the vast potential.

Making moves in space is also Code-Create, part of the AI ​​in Design Lab, which introduced the world’s first AI platform for fashion design. Aida In December 2022. He told the co-founder of the company Kim Woong Jing Daily There are benefits beyond reducing workload.

“The goal is to bounce ideas back and forth to get you to think better and also to speed up the process so designers can be more sensitive to market needs,” says Wong, who likens designing AI to a sewing machine. It needs human input for results.

In this case, the myth of artificial intelligence stealing real design functions can be partially disproved. Designers must feel that they are working together with computers, rather than being exposed to them. Although, of course, as familiarity with these design concepts seems alien to most creatives in 2023, there is still a sense of dread.

Patrick McDowell, founder of his eponymous label in London, asks if we should trust AI “just as we trust a design team to create pieces for us? The worry is, will they take over the whole thing? Will it render it useless? It’s scary. But Maybe this is the future.” He emphasizes the importance of human feelings in fashion design, which cannot be replicated in the same way. “Fashion is so much more than a great product. We share the story and the brand.”

He notes how the effects of technology extend far beyond the notions of creativity and the individual. “As someone who is rooted in sustainability, this is also a question I have. Can we use AI to solve these problems? Can AI ensure we are treating people and the planet right?” Indeed — and though it may at first seem to raise the issue of excess In production (in terms of the sheer amount of what it can produce) – except that there is a huge benefit in saving waste.

The responsive nature of AI means that it can meet regional needs. Thus, production no longer needs to be done six months earlier, which means less overexpansion. This is a crucial benefit: in terms of fashion industry pollution Secondly, after the oil and gas sector.

Ai daily clothes

Accounts like AI Clothing Daily have a lot of fans who wish digital clothing was actually shoppable. Photo: AI Clothing Daily Instagram

While sustainability can make the ethical case for AI design, it’s the actual visuals that appeal to consumers. From the RAL7000STUDIO from the Jacquemus x Nike collection to the fabrications coming out of @tweetThere is a great complexity in these science fiction concepts. It has brought a whole new dimension to the design. With the recent explosion of NFTs, it should be noted that Web3 creativity and art are often based on AI design and algorithms. With this sector entering the world of fashion, the implications for the future could be enormous.

As Simonetti notes, “Artificial intelligence can give the luxury brand the opportunity to engage a broader community of potential consumers by creating new business areas, halfway between dream and reality.”

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