TLDR: Fashion brand Desigual is aggressively adopting artificial intelligence, particularly generative AI, to transform its creative processes, optimize operational efficiency, and enhance customer experiences. This strategic move aims to solidify its position as an innovator in the fashion industry, leveraging AI for everything from collection design to sustainable production and personalized consumer engagement.
Barcelona, Spain – Leading fashion brand Desigual is making significant strides in integrating artificial intelligence across its entire value chain, from conceptual design to operational optimization. This strategic embrace of AI underscores the company’s commitment to innovation and its vision for the future of fashion.
Desigual has been at the forefront of leveraging generative AI to revolutionize various facets of its business. This includes the creation of new collections, streamlining marketing efforts, enhancing the efficiency of logistics operations, and delivering novel customer experiences. The brand’s dedication to technological advancement and open innovation is a cornerstone of its growth strategy.
In a notable initiative, Desigual collaborated with Mobile World Capital Barcelona to establish an open fashion design lab powered by generative artificial intelligence. This unique experience allows visitors to design personalized and unique pieces of clothing, showcasing the practical application of AI in creative fields. The collaboration also extended to working with the startup Fermat, further demonstrating Desigual’s proactive approach to adopting cutting-edge technology.
Thomas Meyer, founder and president of Desigual, emphasized the brand’s inherent drive for innovation. “Innovation and creativity are in our DNA and have allowed us to lead and be pioneers in the sector,” Meyer stated. He added, “Proof of this is this experience created with Mobile World Capital Barcelona through which we want to show the world how generative AI is already a fundamental tool in the fashion industry. At Desigual we are bringing the transformative spirit to all aspects of our business to remain relevant to current consumers and future generations.”
Francesc Fajula, CEO of Mobile World Capital Barcelona, echoed this sentiment, highlighting AI’s accessibility and transformative potential. “This experience allows us to bring the potential of artificial intelligence closer to the general public and to do so from a more everyday and creative perspective,” Fajula commented. He further stressed that “the intersection between fashion and emerging technologies such as artificial intelligence is a reality that will allow us to transform the consumer experience from innovation in design or production.”
The broader fashion industry is witnessing a significant impact from AI. Generative AI technology is projected to contribute between $150 billion and $275 billion in new operating profit growth for apparel and luxury businesses over the next five years. The global AI in fashion market is expected to grow substantially, from $1.26 billion in 2024 to an estimated $1.77 billion in 2025, with a compound annual growth rate (CAGR) of 40.4% between 2025 and 2037, potentially reaching $183.76 billion.
AI’s applications in fashion extend beyond design, encompassing rapid trend prediction and the creation of intricate patterns and styles. Furthermore, AI contributes to sustainability efforts through ‘On Demand’ production methods, which help minimize waste by aligning inventory levels with real-time market demands. It also facilitates research into developing more sustainable and durable fabrics.
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While AI offers immense opportunities, industry experts acknowledge that human creativity remains irreplaceable for artistic and emotional decisions. AI is seen as a collaborative tool, handling data-driven tasks and automation, thereby empowering human designers to focus on artistic expression and innovation. This synergy between technology and human ingenuity is poised to define the future of the fashion industry, ensuring continued innovation, sustainability, and highly personalized consumer experiences.
