AI prompts Fashion: How artificial intelligence is transforming the ready-to-wear industry
On April 10, 2025, more than 250 fashion professionals gathered in Paris to attend the event "L'AI prompte la Mode", organized by the Fédération Française du Prêt à Porter Féminin. The aim: to understand how artificial intelligence (AI) is disrupting design, production and distribution practices in the sector. This summary reviews the key findings of a morning rich in case studies, expert testimonials and perspectives.
AI and creation: towards a creative GPS
AI has become a central decision-making tool for designers and stylists. Platforms like Livetrend analyze millions of pieces of data from social networks or e-commerce sites to recommend shapes, colors and trendy prints.
Tools are seen as gas pedals of creativity, lightening the load of repetitive tasks so that teams can concentrate on adding value.
AI and diversity: between bias and inclusion
The growing use of generative AI in marketing campaigns (Midjourney, DALL-E, etc.) raises issues of representation and diversity. While some brands like Levi's or Heimstone are exploiting AI to produce more inclusive visuals, algorithmic bias remains a major issue.
"It's not AI that discriminates, but the biased data it uses" - Anna Choury, AI and society expert
Initiatives are emerging to correct these biases, by diversifying databases and adjusting training models.
AI and production: towards more responsible fashion
Artificial intelligence plays a key role in transforming value chains. Two outstanding examples:
Autone: an inventory prediction solution based on market, retail and product data.
Losanje: AI-assisted upcycling technology to maximize the use of raw materials (up to 85% optimization).
These innovations meet a dual challenge: reducing unsold stock and improving environmental impact.
AI and customer experience: personalization on a grand scale
E-commerce is being transformed by AI. According to McKinsey, 75% of fashion brands will use AI to improve the customer experience by 2026. Among the uses:
Product recommendations via intelligent chatbots.
Optimization of product sheets using generative AI.
Virtual fitting to reduce returns.
Automated after-sales service, as at Jonak where 20% of requests are handled by AI.
The aim is to offer a fluid, personalized and more efficient service.
AI and the legal framework: the changing Wild West
The question of intellectual property around generative AI remains a sensitive one. The development of these models often relies on data used without authorization. TheEuropean AI Act adopted in June 2024 frames these uses, with transparency obligations on AI-generated content.
"There can be no sustainable economy without respect for the value chain" - Alexandra Bensamoun, lawyer
Debates remain open on the need to create a specific copyright for AI-assisted creations.
AI and organization: getting teams on board
Adopting AI requires thegradual acculturation of employees. The report encourages :
Train teams,
Create time for testing and exchange,
Define concrete use cases,
Integrate tools into day-to-day work.
"Opening ChatGPT every morning is like opening your mailbox" - Lisa Nakam, Jonak
Conclusion
AI is becoming an invisible but essential infrastructure of the fashion industry. It touches every level: design, logistics, marketing, customer relations and governance. Used properly, it offers more responsive, inclusive, sustainable - and above all, more competitive - fashion. All that remains is to master the technical, human and legal issues involved, to write the future of textile design.
