AI is the trend. Does it feel real?

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. And perhaps in the next future, we’ll reach a point where humans aren’t needed anymore!
Indeed, you can write blog posts, books, songs or even pass an exam with AI! Therefore, many jobs now made 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! See the fashion concepts that Gianluca Traina, an Italian talented artist and fashion designer, made with 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 it is the fashion industry’s biggest issue! And who will have the money to purchase 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?

AI is the trend, and we cannot stop progress. However, despite our limits and flaws, we are creative humans. And our creativity is crucial 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?

Accessible all ages

Age and fashion: an erroneous belief

The representation of different ages in fashion eventually had its recognition. You don’t have to hide anymore, in case you ever thought about doing so. Or, perhaps you were waiting for permission to wear specific clothing.

But did we need permission? And, dear brands, do you believe young people could afford expensive clothes?

Take a look at this picture (zoom the bandana print)
We picked this dress from the Spring/ Summer 2015 MM6 – Maison Martin Margiela collection. Not new if we consider the date of its release. But still relevant in terms of the idea the brand promoted, which was fashion-forward.

Age and fashion
MM6 – Maison Martin Margiela Spring/ Summer 2015

Fashion accessible to all ages

The transversal cut of the collection was clear. We ordered it because we loved the concept and felt aligned with it. Also, we personally have that dress in our closet and still wear it. You may be familiar with the notion of timeless fashion, such a discovery. Yes, we’ve always believed that good design was forever.

Around 2022 the concept of fashion without borders such as age, gender, body shape started to be recognised and amplified by fashion brands. But in 2015, it was about being a trailblazer, innovative and creative, by proposing a countercultural message. Now, from pret-a-porter to haute couture, those words and images have flooded fashion communication. So it sounds like something you have to say just to conform.

Indeed, it is interesting to analyse how many labels we place on the boxes we think we belong to. Age – gender – body shape – race, etc. The need to fit in is evident, to belong to a specific category.

When brands highlight labels so often that they all send the same message, authenticity is lost. Eventually it is clear that these labels are a just marketing trend.

Rules are different. Back then, we had designers, and fashion was meaningful. Now marketers pull the strings. And, in a spasmodic search for identity, we need slogans to frame the emptiness.

Smells like marketing

Fashion smells like marketing. Not creativity. Marketing.
It’s embedded into the product, making everything look the same. Brands united by a flat cloying language.

It would be interesting to understand why designers do everything except what they are supposed to do: create beautiful clothes. There must be a reason for it.

After the fashion weeks, the Gucci Love Parade in Hollywood was yet another weird event, representing the many futile proclamations navigating the sea of marketing.

Some designers want to ban leather; if not that they’ve always used synthetic materials to make their accessories (which is worse). Some others became a B-Corp but lost the beauty of their collections. Others tell us to buy vintage instead of new clothes. Maybe those proposals have to do with a sustainable lifestyle, blindly giving the benefit of the doubt. But, leave good design aside.

Designers forget the purpose of their role.
Instead of doing their job – making beautiful clothes – they suggest alternative lifestyle strategies.

Marketing and the purpose of a fashion brand

If you are a designer, you should have a vision and express it through your creativity. That is an opportunity to trace new pathways, inspiring others. But the issue is that clothes have no point anymore.
The design is not the focus of a collection, the chit-chat that surrounds them is.

Well, designers, the viable idea is to make much smaller collections. Reduce – a lot – the number of pieces and create a timeless aesthetic.

But please, put your creativity to work and make curated creations that reflect your visions.
We appreciate your lifestyle suggestions, but creativity is what we expect from you. All the other proposals have to come along with it. Otherwise, it seems like you have no ideas except marketing claims.

Wittgenstein said that “ethics and aesthetics are one.”

In the latest fashion proposals, apart from the questionable aesthetics, the supposed ethics smell like marketing. Just empty claims!

You can hire marketing gurus. But new ideas and creative designs are hard to find!

Researching the new

Fashion research for a niche audience

Researching the new, exploring alternative concepts in fashion design has always been our passion, a kind of innate attitude or a real fixation.

Fashion design: niche vs mass market

In terms of fashion design, what is considered new by a niche audience is not what is new for the masses.
New means something original, singular. Something unusual. Probably or at least possibly, never seen before.

For a niche audience, new refers to what designers, or at least the really creative ones, pioneered first, expressing their vision and sense of style in a way no one has done before.
For the masses, new means what brands have taken from the few creatives, repurposing it under their name.
We can’t count the times some agents proposed to us collections we already had the season before in our boutique, just with a different label.
If you are part of that niche, that re-proposed soup is not for you. You respect the original ideas, you need creativity because you understand its value.
Unless some brands are filtering existing concepts in a new, creative way – but that doesn’t happen frequently. Copy & paste is the easy way out.

Researching the new in fashion

The concept of new in the fashion industry doesn’t exist anymore. It was pretty clear before the pandemic, it’s both frustrating and discouraging now that we are in the middle of it.

Some brands that were modern 30 years ago are still the ones we would wear now. Perhaps they already did anything and everything. So many others seem just part of an old era, outdated, they lost meaning.

While we see collections without identity, lacking idiosyncrasy, still copying & pasting from others. Grasping the occasion to reset and restart with new ideas would be a smart move.