Fashion influencer Aitana is not a real person, but an image produced by AI, and a new rival on the … [+] influencers’ market. (Photo by PAU BARRENA / AFP) (Photo by PAU BARRENA/AFP via Getty Images)
AFP via Getty ImagesThe fashion industry is caught in a paradox. On one hand, it embraces cutting-edge technology, from digital fabric printing to virtual try-on experiences. Generative AI is the latest entrant, with companies like Mango using it to design campaigns and potentially even clothing itself. Yet, a stark reality persists: a significant portion of the world’s garments are still meticulously hand-stitched, often under deplorable working conditions that wouldn’t even be tolerated in a robot-operated factory.
This irony underscores a deeper issue: the fashion industry is a colossal waste generator. Recent estimates suggest the industry produces approximately 20% of global wastewater and 10% of global carbon emissions. It’s estimated that a staggering 85% of textiles end up in landfills, with much of it never even worn. We’ve all seen the textile mountains in the Atacama desert in Chile. Clearly, the current system is unsustainable.
Chile’s Atacama Desert: Graveyard for Used Clothes Photo: Antonio Cossio/dpa (Photo by Antonio … [+] Cossio/picture alliance via Getty Images)
dpa/picture alliance via Getty Images
Further complicating the picture is the fashion industry’s entanglement with body image issues. For decades, it has perpetuated unrealistic beauty standards, primarily for women but increasingly for men as well. Photoshopped images in magazines and heavily curated social media feeds present a distorted view of reality, creating a breeding ground for body dysmorphia, particularly among teenagers and young adults. This raises a crucial question: can AI, a technology capable of generating flawless, potentially even unattainable visuals, exacerbate this problem?
The question is, can AI be part of the solution or is a more fundamental transformation needed in our never-ending consumer system? The answer likely lies somewhere in between. Leading fashion houses are already embracing AI for various applications to reduce their impact. Luxury brands like Burberry are utilizing AI to predict trends and optimize inventory and minimize waste. Fast-fashion giants like H&M are exploring AI-powered personalization tools to recommend styles to customers before purchasing. These examples are just a start of a showcase of potential AI applications to streamline processes, reduce waste, and cater to individual preferences.
The true impact of AI in fashion may extend far beyond aesthetics and marketing. The industry urgently needs solutions to tackle its colossal waste problem, overflowing inventory, and unethical labor practices. Technology is a powerful tool, but it should never be used as a deflection. While AI-generated visuals can have unintended consequences, particularly regarding unrealistic beauty standards, the technology itself holds immense potential for positive change.
Marks & Spencer launched its latest ‘BraFit’ campaign in February, encouraging women to embrace body … [+] positivity with their motto ‘Love Your Boobs’. (Photo by Richard Baker / In Pictures via Getty Images)
In Pictures via Getty ImagesFortunately, innovation is already underway in crucial areas like robotics, clean materials, and circularity within the textile industry. Imagine automated factories powered by renewable energy, churning out garments made with revolutionary, sustainable fabrics developed through AI-powered materials science. 3D printing is poised to revolutionize on-demand, personalized production. This could eliminate the need for excess inventory and dramatically reduce waste within the long and often fragile supply chain.
Here’s a glimpse into the future: Imagine choosing clothes in a virtual reality setting. Using LiDAR technology from your phone, you can get a precise, tailored fit before ordering your garment. Production could then take place in a local, collaborative workshop using a combination of human expertise and robotic efficiency. This workshop could even utilize recycled garments and textiles as the raw materials. While this scenario may seem futuristic, elements of it are already happening, with advancements gradually trickling down to the retail market.
AI generated ads are growing and need an ethical framework to ensure they’re not perpetuating … [+] unattainable perfection.
gettyThe challenge for the fashion industry is to move beyond the hype of AI-generated ads and delve into the transformative potential of the technology. This vision underscores the transformative potential of AI in fashion. It’s not just about creating eye-catching visuals; it’s about harnessing technology to build a more responsible, sustainable, and ethical industry. Here’s what is needed to push the status quo:
Instead of chasing cheap labor, fashion giants need to invest in AI-powered robotic manufacturing that prioritizes worker safety and environmental sustainability. Innovation shouldn’t stop at materials, AI can be used to design garments with inherent durability and repairability, extending their lifespan and reducing waste.
The future of fashion cannot simply be about further AI-generated models on billboards. It’s about harnessing technology to create a more responsible, ethical, and sustainable industry. The paradigm is shifting, and I for one am hopeful. Let’s weave a future of fashion that’s as beautiful as it is responsible. Can AI mend a frayed fashion industry? The future of fashion may depend on it.
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{URL}https://www.forbes.com/sites/timothypapandreou/2024/09/05/the-future-of-fashion-paradox-from-runway-to-ai-algorithm/{/URL}
{Author}Timothy Papandreou, Contributor{/Author}
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