Digital fashion gains traction

Digital fashion, including AI-designed virtual clothing, is becoming more common as the fashion industry adopts new technologies. Companies like The Fabricant in Amsterdam sell digital clothing and provide AI tools for creating fashion collections, aiming to make the industry more sustainable and accessible.

Tactile experience remains key

Ken Sakata, a Tokyo-based designer, argues that the true experience of clothing involves wearing it, emphasizing the tactile elements that AI cannot replicate. He compares digital fashion to virtually driving a sports car, noting that while it is exciting, it is not the same as owning a real car.

AI as a creative equalizer

The Fabricant claims AI is becoming a tool that levels the playing field for creativity and talent in fashion. It is used across the industry, from luxury brands to small creators, for tasks like color studies, trend reports, and designing entire collections. For young creators, AI provides a faster, cheaper way to experiment with designs.

Limitations of AI in design

Tiia Jaakkola, a Finnish designer who won a competition using The Fabricant’s platform, highlights that while AI can assist in design, it lacks the intrinsic value of learning craftsmanship through hands-on experience. AI’s effectiveness depends on the user’s ability to describe clothing details accurately, as it relies on existing databases.

AI’s role in content creation

The Fabricant published an article entirely written by AI, showcasing the potential for AI to generate content that humans can then curate. The 2026 State of Fashion report by BoF-McKinsey suggests that creative teams may shift from producing content to curating AI-generated material. For example, Zalando uses AI for a significant portion of its editorial content.

Concerns about originality and plagiarism

Ken Sakata warns that AI has a tendency to copy existing ideas without creating new ones. He argues that friction in the creative process is essential for originality, and AI may eliminate this friction. Emotional and personal experiences are crucial in fashion design, which AI may not fully understand or replicate.

Sustainability and environmental impact

AI and digital fashion are presented as solutions to reduce physical prototypes and fabric waste. However, the environmental impact of training AI models and running data centers is not fully accounted for. While virtual sampling can reduce waste, the overall production of clothing remains a significant source of emissions.

Democratization and homogenization debates

The potential of AI to democratize the fashion industry is debated. Sakata suggests that while AI may lower entry barriers, it could also lead to a homogenization of fashion, where the unique, unpolished work of young creators is overshadowed by AI-generated content. Fashion’s role as a status hierarchy may be affected if AI makes it more accessible, potentially shifting the lines of distinction.

Uncertain future of digital fashion

The future of digital fashion and AI remains uncertain. While they may curb consumerist trends and offer solutions, they are unlikely to replace the physical aspects of fashion entirely. The industry's evolution will depend on how these technologies are integrated and the changing desires of consumers.