Artificial intelligence is no longer confined to marketing within the fashion industry; it is increasingly present in design, trend formation and virtual fashion. According to Keszeg Anna, fashion researcher and associate professor at Moholy-Nagy University of Art and Design (MOME), 2023 marked a turning point when the first collections emerged in which AI took part in the creative process.
Practical examples and effects
One early example mentioned is Collina Strada, where designers used archives of previous collections for AI-assisted ideation. Garments were still physically produced by humans, but idea generation and shape development already involved artificial intelligence. This practice raises the question of what we consider fashion: is it only physical textiles and garments worn on the body, or do images, digital clothes and virtual items circulating on social media and in the metaverse also count?
Reassessing designer skills
Keszeg argues that the arrival of AI changes required competencies: while ideation becomes easier to automate, technical execution and material knowledge gain importance. An AI can quickly provide visual ideas, but someone still needs to understand how a shoe heel functions or how a particular textile behaves.
Aesthetic change: avant‑garde to mainstream
One conspicuous effect of the technology is that avant‑garde forms have become more mainstream. Combinations and experiments that once appeared primarily as runway pieces are now visible in fast fashion and streetwear. Keszeg suggests this visual abundance could generate a backlash over time, with simpler garments regaining value.
Virtual fashion and new markets
The metaverse and avatars create a distinct market: we may dress our online representations rather than our physical bodies. This opens business opportunities for luxury brands as well as gaming audiences—some consumers are willing to pay for digital clothes they will never physically wear.
Authenticity, transparency and reputation
Beyond creativity, authenticity is at stake for fashion companies. In Europe a brand can face reputational risk if it becomes known that a product or collection was designed with AI without clear disclosure. Therefore transparency about the tools and sources used is particularly important.
Moral panic versus experimentation
Keszeg is less worried about AI itself than about moral panic that could halt experimentation. She sees danger if fear of the technology stops industry innovation. Her preferred model for the future is human-led design where AI connects into the workflow at certain points.
Outlook
Keszeg expects AI use in fashion to normalize over the coming years: AI-based tools will likely become everyday aids, while real competitive advantage will come from how a brand or designer adapts those tools to their own thinking and style.
Conversation highlights (timestamps)
- How does AI change the notion of fashion? (04:38)
- AI design, professional skills and the creative process (09:53)
- Digital garments and avatars: the new market for virtual fashion (14:48)
- Luxury brands, heritage and the rise of Asian fashion (19:19)
- AI, authenticity and the role of designers (24:13)
- How did AI make avant‑garde fashion mainstream? (28:59)
- Fast fashion, sustainability and regulation (32:16)
- Moral panic or opportunity: where are AI and fashion headed? (35:44)
The picture that emerges from the discussion is not one of machines taking over, but of interaction between human creativity and technology: AI accelerates ideation and opens new markets, while professional know‑how, execution and authenticity remain central issues.
