Fashion Brands Use AI to Boost Creativity

May 27, 2025

Fashion brands now mix AI with design. They test AI with art and ideas. AI joins human work. It cuts steps, sparks thought, and copies a brand’s style.

AI as a Creative Ally

Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, speaks plainly. He says AI can grow fast in fashion. He sees AI add new work roles and support art and care for the planet. Matthew makes clear that AI must help and not take over. He sees AI join every step—from idea work to trends, prototypes, ads, and style.

Designing for the Future

Norma Kamali, a seasoned designer of sportswear and swimwear, uses AI in her work. She works with Maison Meta to build a Custom AI Design CoPilot. This tool learns from her past work and archive. Norma says it is like saving her mind to keep her design true after she retires.

At the same time, outdoor brand Merrell brings AI into its design. Senior Design Director Ian Cobb says the team uses a creative tool called Vizcom. The tool takes Merrell’s own hints and makes new ideas. Although no AI-made products have come out yet, Ian calls the tool an extra creative hand that helps his team.

A Sneaker Revolution

Puma now uses AI in shoes. In December, Puma showed the Inverse sneaker. The shoe starts with the old Inhale design and adds new tech. Scottie Gurwitz, Puma’s lead product manager, explains that AI and humans join to make art. AI works without human limits. It gives fresh takes that change the design path.

Streamlining the Design Journey

Designer LaQuan Smith also joins in with AI. He works with Samsung Galaxy. Using the Samsung Galaxy S25 Ultra and its AI features, he makes sketches, finds new ideas, and teams up with others. The phone supports his work for shows like the 2025 Met Gala for stars such as Halle Berry and Ciara.

Harmonizing AI and Human Ingenuity

Each designer agrees that AI stays beside human skill. Matthew Drinkwater says AI will not erase a maker’s care or style. He sees AI as one tool in a maker’s box. Designers pick when to call on AI based on what they need. For some, AI stays in the back. For others, it takes center stage. Each case shows a range of ways that AI joins fashion.

As fashion grows, art and new tech work side by side. A fresh chapter in design now unfolds.