Human-machine collaboration is now visible in almost every field. For some time now, we have also had the opportunity to see it in the fashion industry, an example of which is the concept of virtual shows that has been brought to life .Metaverse Fashion Week was undoubtedly a step towards strengthening the relationship with technology, but not the last one. Al also accompanied the G star brand in the creation of its latest denim clothing project.
G-Star RAW is a clothing company that we know from innovative solutions and experimenting with new technologies.There is alsoone of the leaders in the denim industry. It offers both men’s and women’s clothing, including jeans, jackets, shirts and sweatshirts. One of the brand’s latest activities was the use of artificial intelligence to create denim clothes. What was the process of creation like and what are the effects of this unusual collaboration?
Ecologically based development
G star RAW is not afraid to experiment and is constantly looking for new solutions in clothing design and production. It also does so to minimize the visible impact of the industry on the environment. That’s why most of their controversial designs are based on the use of recycled materials to create clothing.
One of the most famous and high-profile activities was the project “Raw for the Oceans”, developed in collaboration with Pharrell Williams. It involved using ocean plastics to make denim. G-Star created jeans and other products made with fabrics sourced from recycled PET bottles that have been collected from the oceans.
The company often uses recycled fabrics, such as cotton, to make its jeans. This shows the world that it is possible to create captivating fashion by working hand in hand with the environment, not against it. This strong message emanates from the brand and the clothes it presents.
An extraordinary collaboration
While anyone with access to the Midjourney app can create a hypothetical design, pioneering denim experts G-Star RAW took matters into their own hands. To create the “AI Denim Cape,” the brand’s designers worked with the app. Using its suggestions and feedback, they eventually came up with 12 unique designs. Instead of viewing Al as a competitor, the company viewed her as a creative collaborator. The effects are astonishing.
The resulting concepts combine cutting-edge technology with timeless design. One of the designs generated by AI was selected for handcrafting in the G-Star atelier – the result was the original Al Denim Cape.
Made from the highest quality raw denim, equipped with an adjustable waist, subtle stitching and futuristic “G” on the shoulders, it also became a proof of the brand’s excellent craftsmanship. G star with the release of the project became the first fashion brand in the world to bring to life a design generated by AI and created as couture clothing. And what the computer could not do, man finished with his own hands.
Al vs. designers
Artificial intelligence has many practical applications. It can help in the design process by analyzing data related to customer preferences and fashion trends. Machine learning algorithms will effectively match products to individual needs and preferences of consumers. However, the creativity, knowledge and skills of designers remain essential in the process of designing clothing.
Gwenda van Vliet, CMO of G-Star RAW summed it up perfectly. “While anyone could create a design using AI, at G-Star RAW we have the craft to turn these designs into real garments. We should see AI as an enhancement of the creative process, not a takeover of it.”