AI in Fashion: Our Favourite Frenemy

Let’s talk about the thing everyone in fashion loves to whisper (or argue) about - AI.

It’s everywhere right now. From digital lookbooks to fake campaign shoots and even AI-generated creative writing (hi). The industry is torn. On one side, creatives are worried it’s replacing real jobs. On the other, brands are obsessed with how “efficient” it all is.

We get it. It’s scary when something new threatens your craft but let’s be real - AI isn’t the villain. It’s just misunderstood. The real issue? People thinking it can do everything without us. Spoiler: it can’t.

AI in fashion works best when it’s used as a tool, not a shortcut. It’s amazing for mocking up layouts, avoiding unnecessary sample waste, or testing ideas without blowing the budget. It helps us work smarter, not disappear entirely.

Here’s the thing. AI doesn’t have taste. It doesn’t know how a fabric feels, or why that 1997 runway moment still lives rent-free in our minds. It doesn’t understand mood boards, messy desks, or how many iced coffees it takes to finish a concept.

That’s why the creatives still matter. We're the brains behind the briefs, the ones prompting the tools, and the ones making the work actually mean something. So no - AI isn’t replacing us. It’s here to assist, not take over.

If brands want to save money, that’s fine. But cutting out creatives completely? That’s not innovation, it’s just bad taste baby.

Let’s use AI for what it is: a clever sidekick. Not the main event.

The Creatives xo.