
Prints have long been a powerful tool for designers to define seasonal collections and make a statement in a crowded market. But what happens when those prints are created by a computer rather than a human? This question took center stage during New York Fashion Week's Fall 2024 season, where AI-generated prints quietly graced the runways of designers like Bach Mai and Monse. This shift raises intriguing questions about the role of rapidly advancing technologies in the world of fashion design.

The fashion industry has already embraced the rapid development of generative AI, using it to calculate carbon impact, implement virtual try-on technology, and optimize supply chains. For Spring 2024, Collina Strada's Hillary Taymour pioneered the open use of AI, creating runway sculptures, clothing patterns, and prints. Following her lead, designers like Bach Mai and Monse used AI to develop prints for their Fall 2024 collections.

Last week, nylon bag maker Baggu debuted its collaboration with the trendy label Collina Strada, expecting a smash hit. Fans eagerly awaited the psychedelic prints and a horse-shaped purse in the collection, which exemplify Collina Strada’s distinctive aesthetic. According to Baggu’s chief executive, Emily Sugihara, the capsule is selling well. However, the collection, which includes Baggu’s signature reusable shopping bags, pouches, towels, and a tent, received mixed reactions on social media. Some consumers expressed anger and disappointment over the use of AI, citing concerns about the livelihood of artists and potential environmental impacts.

“Using AI is unforgivable. Hurts my heart but I will not be buying from Baggu anymore,” one user commented. Another simply stated, “It’s a big disappointment.”
Collina Strada's founder and creative director Hillary Taymour has been incorporating AI into her design process since last year and is not the first brand to face consumer pushback. In January, Los Angeles-based brand Selkie was criticized for using AI-generated art to promote its floral dresses. Last year, Levi’s halted a pilot program that featured AI-generated models on its website.
Designers:
What do you think of this approach? Do you believe AI can enhance our abilities or will it entirely replace the print designer? Share your thoughts and join the conversation.
Comments