fashion industry

AI Is The Trend: Does It Feel Real?

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When human creativity meets artificial intelligence


Humans, AI is the trend! Indeed, artificial intelligence is taking over the fashion industry, as any other area. But the conversation is all about highlighting how advanced and marvellous it is. Very few consider the possible risks.

And while we are here, waiting to receive the spring-summer orders and be inspired by tangible, real fashion stuff, which we will show you soon, we cannot avoid this trending topic. Indeed, some “artificial creativity” surprised us.

AI: what is it?


Artificial intelligence is a machine’s ability to display human capabilities such as reasoning, learning, planning and creativity. Specifically, the computer receives the data, processes it and responds–as in the case of ChatGPT. AI is crucial for digital transformation and certainly will bring great changes.

Though the perspective of losing the human touch is quite scary, everyone seems to prioritise the positive aspects. Of course, the fields of application are countless, and many of them are not even understandable now. Perhaps in the next future, we’ll reach a point where humans aren’t needed anymore. In fact, you can write blog posts, books, songs or even pass an exam with AI. As a result, many jobs currently performed by humans may disappear.

AI generated content in the fashion industry


Practical applications in the fashion field could be for customer service, stock management or market research. But we have seen beautiful fashion editorials made with ChatGPT. For instance, take a look at the fashion concepts created by Gianluca Traina, an Italian talented artist and fashion designer, with the help of ChatGPT: a collection and a complete fashion editorial inspired to the architecture of Samarkand.

SAMARKAND – Women’s clothing collection by Gianluca Traina

And here’s the men’s clothing collection:


Look at the colours! And the silhouettes! Gianluca Traina’s work is impressive, thought-provoking. In fact, it makes you question everything. Now seriously, do we still need fashion magazines made by professionals? Say hello to fashion editors, photographers, stylists, make-up artists, models, and so on… Well, shut down everything and say hello to humans!

But wait, will AI purchase products, too? Since that is the fashion industry’s biggest issue. And who will have the money to buy fashion items if people will not work anymore?  

Among all the conversation around AI, Nick Cave came up with great insight, a human perspective indeed! A fan asked ChatGPT to write a song in the style of Nick Cave and then requested Cave’s feedback.
His reply, from “The Red Hand Files”, is this:

“Mark, thanks for the song, but with all the love and respect in the world, this song is bullshit, a grotesque mockery of what it is to be human, and, well, I don’t much like it — although, hang on! rereading it, there is a line in there that speaks to me —

‘I’ve got the fire of hell in my eyes’ 

— says the song ‘in the style of Nick Cave’, and that’s kind of true. I have got the fire of hell in my eyes – and it’s ChatGPT.

Love, Nick”

The Red Hand Files – Nick Cave

Will AI replace humans?


In conclusion, AI is undoubtedly the trend, and progress is unstoppable. However, despite our limits and flaws, we remain creative humans. And our creativity is essential for progress. But most importantly, creativity without the heartbeat is nothing.

And you, have you got the fire of hell in your eyes? Love it or hate it?

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The Retail Impasse

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Fashion business: therapeutic obstinacy for an almost-dead patient


The retail impasse and the problems emerging in fashion these days revolve around two main topics: late deliveries and markdown strategies. 

However, both issues are indicators of a fashion system that is basically dead, yet everyone pretends not to see it. Or they refuse to accept it. So every operator in the field is on a kind of therapeutic obstinacy for a patient that is almost gone. And which, by the way, has a huge impact on the planet.

Two main points of the retail impasse


One: many stores have received a small percentage of the Spring-Summer pieces, which makes it complicated to assemble outfits. Why does this happen? Top brands monopolise good manufacturers. So smaller brands get materials late (for the same reason) and consequently are left as the last link of the chain. Therefore, they cannot deliver on time.

Two: markdown strategies and how to get rid of the stock in excess that stores keep purchasing. Even though retailers are perfectly aware that the number of people entering a store isn’t the same as in the pre-pandemic time, they don’t stop overstocking. As a result, selling discounted items becomes more complicated. In fact, these discounts are available online and offline throughout the year, making markdowns less attractive. Furthermore, a discount is no longer the sole reason people purchase a product

In short, this excessive stock policy is harmful to the planet and business. So, we must change it.

Can we find solutions to revive the fashion business?


Solutions must experiment with new ways of operating within the fashion business.

First: a dramatic reduction in consumption. Let’s face reality: if we do not consume less, much less, we can forget to have a future. So, there’s no point in procrastinating the change.

Second: a shift to artisanal garments and made-to-order clothes and accessories, having the chance to reorder during the season. It’s about choosing tailoring over mass-produced garments, quality over quantity.

In conclusion, if we want to overcome the retail impasse, overtreating fashion with more overproduction will take us nowhere. We need a completely different strategy: it’s a matter of reducing the number of pieces while providing a higher value.

Less but better.

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Retail and Sustainability

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How Italian consumers view sustainability


Today, Fashion Network shared a survey released during the second edition of the “Retail & sustainability” event. A meeting arranged by Mind-Milano Innovation District.

This survey scans Italian consumers and their views towards sustainability.

The survey


According to it, Italian consumers are more conscious towards environmental issues. One out of three (32%) is more careful to waste. Also, 30% believe it is crucial to limit pollution sources. Most importantly, 58,6% think companies are important players, together with citizens and government, in order to reach UN 23 goals.

According to the people interviewed, they say there is a mismatch between the active role companies should have and what they are actually doing. Specifically, 57,8% of consumers think that fashion and clothing companies are “little or not at all committed to the issue.”

In other words, Italian consumers say brands are not doing enough for sustainability.

But on the other hand, sustainability doesn’t have a fundamental role in the purchasing decision. Indeed, 65,9% of the interviewees consider multiple factors or not at all these aspects (14,7%).

However, in general, the price of these products or services is deemed higher compared to less sustainable alternatives.

Our viewpoint retail and sustainability

On retail and sustainability we see two problems:
As a matter of fact, brands and retailers are not doing enough. Because it is difficult, it is time-consuming. Most of all, they wouldn’t make money as they did so far. Why should they make this effort? Of course, business and consciousness do not play well in a capitalistic view. But also, consumers still purchase a lot of fast fashion or poor-quality garments.

Why aren’t consumers consistent with their expectations?

As a retailer, apart from our niche customers, the only request we hear is: “how much is it?” Because people do not care about quality. No one cares about “buy less, buy better.” They only want “cheap and buy more!”
Furthermore, social media are complicit in the ongoing diffusion of misleading practices. For instance, many brands with hordes of followers sell shoes for 50€, passing them off as made in Italy! Or cheap clothing with a price tag too low to be sustainable with eco-friendly tags. Do we believe in fairy tales?

So, we really would love to hear from consumers, from you.
As consumers, Italian, European or wherever you come from – what do you expect from retailers? And you, on your side, what are you willing to do for sustainability?

Drop us an email or comment here below!

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How Do We Make Consistent Choices?

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FW23 niche fashion buying


As a niche boutique, how do we make consistent choices? Actions in accordance with our values, ideas, and lifestyle for modern humans. Whether through the thoughts shared here or in conversations with our community, it’s all part of the same approach.

The culture we believe in is not about the perfection of an ideal world. Because it is obvious that we cannot be 100% sustainable, no one can keep that promise. But with our selection, we are doing something radically different. Consistency is crucial for building trust, which is why we must carefully consider every choice we make.

In fact, for a more sustainable approach to fashion buying, our key message is being selective.

Step 1: what is the reason for a fashion brand to exist?


What is the reason for a fashion brand to exist?
Creativity–expressed through good design and through skilled craftsmanship. These are fundamental elements for a fashion brand. However, many “sustainable” brands, beyond choosing eco-friendly materials for their garments, fail to deliver exceptional designs. And without creativity, we don’t need them.
Contemporary brands, on the other hand, must strike the perfect balance between design and sustainability. Today, one cannot exist without the other.

Step 2: how do we select brands?


How do we select brands?
• Avoid juggernauts: Big brands aren’t driving meaningful change. While some may offer refined design, they remain entrenched in overproduction, exploiting both people and the planet. The world cannot sustain this system anymore!
• Reject outdated mindsets: We steer clear of brands that fail to grasp how much the world has changed. Businesses must evolve and adapt to new realities and needs.
• Skip self-proclaimed sustainable labels: There’s no real accountability, just more marketing and less design. The market doesn’t need brands without soul adding to an already overcrowded space.

Our consistent choices: less but better


We learned to search for smaller companies whose designer’s touch and vision are tangible in their unique and meaningful garments. Indeed, they focus on design, and sustainability comes along. They have something to say. Even though it’s not a matter of popularity for us. Moreover, these brands are not mass-produced. Skilled artisans make their garments or accessories, so productions are limited.

How do we make consistent choices?


We operate a careful, accurate, and thoughtful selection searching for value expressed in good design, quality and limited pieces. That’s how fashion can match sustainable standards.

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Fall/Winter 23 Fashion Shows: One Striking Commonality

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Is it still about hundreds of outfits at every fashion show?


Fall/Winter 23 fashion shows moved from New York, London, Milano, and Paris; now waiting for Tokyo. All the brands showed their new collections in different towns. But there is something that connects each brand, one striking commonality: hundreds of new outfits at every fashion show. Every single season, the fashion narrative repeats itself. Undeterred.

Fall/Winter 23 trends


Hyper-feminine or androgynous style. Well-defined silhouettes, knit dresses, and maxi coats. Black & white, mixed with vibrant colours: red, yellow, green. And touches of gold, too. Also, precious embroideries enriched the garments.

Above all, designers tried to imbue a sense of timelessness in their clothes. Which, from a sustainable perspective, makes sense. And a distinctive quality as if they needed to reposition in their higher market segment, sweeping up the confusion that made everything look the same.

So, quality and timelessness. But is it enough to trace a significant shift? It seems brands keep on celebrating the power of their corporation-owned businesses. Are they satisfied? Or can they see the big picture?

Always from that same sustainable perspective, since all maisons have people in charge of sustainable practices, why do brands showcase so many pieces?

Do we still need hundreds of outfits to understand a collection?

Fashion & sustainability


Given the state of our planet, which is full to the brim of garbage, any kind of it, including tons of fashion waste polluting lands and waters, perhaps it was time to make a real change.

Hundreds of new outfits every season would be sustainable as trillions of new electric cars produced to replace the existing ones. A joke! If we follow this reasoning, the logic of green capitalism, we fail.

Other than just making new clothes, modern fashion design should have an evolved purpose: a commitment towards true sustainability. Unsurprisingly, there was no trace of it from the Fall/Winter 23 fashion shows.

In fact, there’s no understanding and no real interest in supporting sustainability.

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