Dive into the wild ride of fashion weeks, where showing clothing alternatives and placing orders has disappeared and where AI has now firmly established its presence in the world of fashion.
Throughout history the aim of fashion weeks has been to promote local talent (Zhang et al., 2022) and to showcase designers’ interpretations of seasonal trends and styles (Pulikottil-Jacob, 2022). However, thanks to the digital revolution, fashion weeks have evolved beyond their traditional role. They have become a week of international sensation, enabling brands to connect with their audience through new technologies (Bringé, z.d.).
Coperni, a high-fashion brand, has seamlessly integrated AI into its runway shows across various fashion weeks. During Paris Fashion week, anyone interested could witness Bella Hadid spray-painted in a dress through online virtuality. Recently, Coperni unveiled a polymorphic story, inspired from the fable ‘The Wolf and the Lamb’, to illustrate the relationship between humans and technology.
This polymorphic video will run live for six months, unveiling a fresh story every 40 seconds. Each story is based on multiple choices of sets, scenarios, or looks from their collection. After the six months, there will be 320.000 different stories generated (Coperni, 2023). The music and voiceovers in the video are created from three main tracks that have been decomposed into numerous versions (Coperni,2023). But how is Coperni bringing this futuristic story to life? They are leveraging AI to create these ongoing variations, and the voice overs are produced by Chat Gpt. This tool is tasked to generate different text versions of the original fable ‘The Wolf and the Lamb’, which are then read by an AI-generated voice.
Technology is becoming a part of many different industries, even changing how fashion weeks happen compared to years ago. Now, as fashion and technology walk hand in hand, Coperni’s AI video is just the start. What new combination of fashion and tech will we see next?
References
Bringé, A. (z.d.). The Evolution of Fashion Week: where creativity meets digital transformation. www.linkedin.com. https://www.linkedin.com/pulse/evolution-fashion-week-where-creativity-meets-digital-alison/
Coperni. (2023, 20 september). The Wolf and the Lamb – Fall/Winter 23 campaign [Video]. YouTube. https://www.youtube.com/watch?v=rxRNp1Ro2pw
Pulikottil-Jacob, R. (2022). Fashion weeks and customer experiences in emerging markets. In Springer eBooks (pp. 47–75). https://doi.org/10.1007/978-3-031-07326-7_3
Zhang, X., Zhang, Y., Chen, T., & Qi, W. (2022). Decentralizing the Power of Fashion? Exploring the geographies and inter-place connections of fashion cities through Fashion Weeks. Urban Geography, 1–20. https://doi.org/10.1080/02723638.2022.2147742
