Hello, Darlings!
Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.
This week we have a very interesting subject. So many people have concerns about AI and its impact on our jobs and lifestyles, how we are so affected by technology and our increasing reliance on it. Here, we have a very positive and practical use for it. The fashion industry is such a wasteful industry and faces increasing criticism over its environmental impact. A solution can be provided by artificial intelligence (AI), which is emerging as a powerful tool to drive sustainability.
AI can provide multiple uses in the transformation of fashion to a more sustainable version.
“Fashion sustainability involves looking at the big picture, considering the interconnectedness of social, cultural, ecological, and financial systems. Technology is constantly evolving, and artificial intelligence (AI) is becoming a key player in reaching these objectives.” – carbontrail.net.
The complexity of sustainable fashion is notorious, and it has been a barrier for many brands entering the space. AI is a very effective solution for resolving complex issues. So, let’s explore some solutions and the possibilities available to brands and retailers.
EFFICIENT SUPPLY CHAIN MANAGEMENT – AI-driven analytics can forecast demand more accurately, adjusting production schedules and inventory levels. This can lead brands to reduce their production by knowing what they will need. This can minimise over-production and related waste. AI can also manage logistics efficiently, minimising the carbon footprint of transporting goods.
DEVELOPMENT OF SUSTAINABLE MATERIALS – AI can accelerate the discovery of eco-materials by using massive data analysis to find sustainable versions of conventional fabrics. For example, AI algorithms can be used to study plant-based fibres or materials created from recycled plastics, ensuring they meet technical requirements. Additionally and very importantly, AI can be utilised to solve the industry challenge of circularity.
CUSTOMISATION AND VIRTUAL FITTINGS – AI enables the creation of customised clothing through body scans and precise measurements. This bespoke approach can provide excellence in fitting and a reduction in returns and waste. It also allows for a potential elevation of product quality and perceived value. Virtual fitting rooms powered by AI enable customers to try on clothes virtually, further minimising returns and improving logistics costs while enhancing the customers’ shopping experience.
ENERGY CONSERVATION AND MANUFACTURING OPTIMISATION – Manufacturing clothing uses a lot of energy. Monitoring and reducing this has been a complex area to address. AI can simplify this process by monitoring real-time usage and implementing reduction strategies. Not only does this reduce energy, but it will also reduce the cost price. Stella McCartney is leveraging AI to generate clothing designs that optimise fabric usage, minimising the environmental footprint of each garment.
UNDERSTANDING CONSUMER BEHAVIOUR– AI can analyse consumer behaviour to encourage sustainable buying practices. By understanding what drives consumer eco-conscious preferences, brands can tailor their offerings to meet customer expectations. This alignment can shift the market towards more sustainable options.
TRANSPARENT REPORTING AND ETHICAL PRACTICES – Leveraging AI for tracking and reporting ensures transparency in the supply chain. Consumers and stakeholders can see whether brands adhere to ethical and sustainable standards. This transparency builds trust and encourages brands to maintain high environmental and social responsibility standards.
FASHION SHOOTS AND PROMOTION – The Financial Times had a beautiful article, “Sometimes reality is not enough", exploring the recent use of generative AI in fashion campaigns. Fashion shoots and campaigns have been notoriously costly and complex. The exotic locations, expensive staging and endless post-production can be resolved through generative AI tools. The article features Etro’s SS24 campaign and Misela’s handbag campaign. It addresses the challenges and benefits of using AI in Fashion shoots. Whilst this does not directly affect sustainability, it reduces the cost and travel involved in fashion shoots.
To conclude, AI is still in its early stages of development. We are still discovering the potential of the technology. The power of AI can transform the wasteful and environmentally destructive practices of the fashion industry into a more sustainable version. Through vast data, the opportunities for machine learning optimisation of the supply chain processes and the development of sustainable materials are endless. The fashion industry is very complex, with the involvement of many people. Many of the challenges to implementing sustainability are primarily due to these two factors. Through AI, we can drive practical innovation, simplify processes, and reduce waste. This technological evolution is one of the most optimistic and inspiring opportunities for the future of sustainable fashion. We are in the very early days, with so much more to come.
As always, have fun, love life, and enjoy fashion.
Kate xx
