By Sofia Iachini, image consultant and fashion producer @sofia.iachini
Fashion is no longer just fabrics, threads and patterns: in the middle of 2025/2026, it is going through a profound transformation thanks to the emergence of AI. What started as a support tool became part of the creative DNA: data analysis, image generation, intelligent chatbots and process automation.
The question is, how far does the human hand go and where does the algorithm begin? The idea is to see how AI is redefining style, creativity and fashion identity, with real examples.
AI in fashion is not just a futuristic promise, but a means to accelerate creativity and free up time for what only students can do.
Some specific uses Automation of design processesTrend forecastingSustainability and efficiency
Let’s look at specific cases of brands that use it, such as: Zara, HYM, Gucci, Balenciaga. These examples show us that fast fashion, luxury, mass production and niche are all exploring the AI space.
What does this mean for us, both fashion designers and stylists? That we can dedicate more time to the symbolic, emotional, human, while AI does the repetitive and analytical.
We could say that the phrase “fashion thinks in code” is not metaphorical: to a large extent, it is doing it. Artificial intelligence is reconfiguring the way we design, produce, market and tell fashion. But far from supplanting the designer or stylist, AI calls us to rethink its role: from pure creator to hybrid creator, from author to curator.
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