Art of Cashmere World is using generative AI to design the new look of its cashmere brand FTC. According to a press release, the result was five looks from 100 percent cashmere and the company’s special cashmere mixes.
To achieve this, the creative team entered the same sentence “A woman is walking a fashion show in 3032 in the desert” into the text-to-image generator Midjourney with further specifications for a photorealistic image. For AI look 002, the addition was as follows: “She is wearing a long knitted dress in creamy white. The dress has modern flower embroidery all over.”
Using this dress as an example, the company from the canton of Zurich shows in the press release how the AI suggestions were implemented in the design process. For example, the large AI flowers of the sleeveless, slimline dress were reduced to a knitted rosette on the chest, while raised sinuous lines traverse the entire dress. The roll-neck collar was turned into a round neckline. The summer sweater of AI look 003 is almost identical to the computer-generated suggestion.
Head of Product at FTC Jana Knezovic believes that it is crucial to experiment with these new technologies to continue to occupy a leading role. She adds that the optimization potential is reflected not only in saving samples but also in image creation as marketing content: AI is already creating high-quality images before the product even physically exists. ce/mm
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