Fashion Brands Embrace AI to Transform Creativity

May 27, 2025
By Nina Jones

In a world that changes fast, top fashion brands use artificial intelligence (AI) to boost their creative work. The design field grows quickly. AI builds new ideas, speeds work, and gives a fresh view on art.

AI’s Role in Fashion Innovation

Matthew Drinkwater leads the Fashion Innovation Agency at London College of Fashion. He sees how new AI tools help design work. He says AI can be a strong friend in creativity, help the push for green design, and open new job paths. Drinkwater tells us that AI works with human talent. It adds to art from the start of ideas to their sale.

"AI will be part of creative work. It helps with making ideas, reading future trends, and trying new shapes. It also helps with selling and styling," he said.

Pioneering Designers Use AI

Norma Kamali is a famed designer known for smart sportswear. She tries new AI methods as she nears retirement. She works with Maison Meta. They built a special AI tool that learns from her past work. The tool works like a copy of her mind. It lets her style live on when she steps back.

Ian Cobb is the senior design director at Merrell, an outdoor brand. He tells us about using Vizcom, an AI tool for design. The tool acts as extra help for the team. Merrell has not yet shown a design made only by AI.

Experimental Projects in Footwear

Puma has used AI to build a new sneaker called the Inverse. The shoe comes from Puma’s old Inhale model. Scottie Gurwitz, the product manager, says the team uses the tool to mix human skill with new ideas. The tool gives views that mean fresh steps in style.

LaQuan Smith works with Samsung Galaxy too. He uses the Samsung Galaxy S25 Ultra with Samsung’s AI studio. The tool helps him draw and shape ideas for top guests at the 2025 Met Gala. It lifts his output and art in the event.

A Complementary Relationship

Designers want to own their creative process. Drinkwater says that AI joining art does not take away the artist’s touch. AI is one tool in the artist’s kit. Designers choose when and how to use AI based on their own style and values.

"AI may work in the background or lead art. Its role will be many, like the artists who use it," he said.

Fashion moves on with AI by its side. Art and tech work as a team to build new design paths. Top brands are not just adding AI; they test its power to build art. The industry sees art and technology join to leave a lasting mark on new style.