Fashion brands are turning to Artificial Intelligence not just to stay relevant—but to set the trends that shape the industry. In this article, we explore 25 innovative brands leveraging AI across key areas: Design and Product Development, Supply Chain and Inventory Management, Customer Engagement and Personalization, and Marketing Innovation. You’ll see how global leaders like Nike, Zara, Gucci, Stitch Fix, and ASOS are using AI to drive better customer experiences and smarter business decisions.

You’ll also discover how Stylitics partners with fashion brands to power AI-driven digital outfitting—transforming customer engagement, increasing order values, and delivering personalized shopping journeys.

AI in Design & Product Development

Norma Kamali 

Veteran designer Norma Kamali uses generative AI to amplify her creative vision. Collaborating with AI studio Maison Meta, Kamali trained a custom AI model on 57 years of fashion archives. 

The AI generates fresh fashion sketches and garment concepts, rejuvenating iconic styles and sparking innovative collections. The generative AI has even transformed unexpected outcomes—such as design “errors”—into avant-garde inspirations, significantly enriching her brand’s fashion design process.

“Even AI’s so-called “hallucinations” — distortions often seen as errors — became a source of inspiration.” – Norma Kamali

Collina Strada 

New York-based label Collina Strada, led by designer Hillary Taymour, fed its extensive design archive into an AI system. The generative AI created novel garment concepts, iteratively refined over several weeks and brought to life for their Spring 2024 collection. This AI-driven approach showcased potential future directions and sparked dialogue about the intersection of human creativity and artificial intelligence within the fashion industry.

Moncler 

Italian luxury brand Moncler integrates AI in both fashion design and marketing campaigns. Working alongside Maison Meta, Moncler produced the Verone AI Jacket and AI-generated advertising campaigns, applying generative design methods to innovate quilted textures and extreme-weather gear concepts. This strategic AI collaboration highlights Moncler’s continued commitment to fashion innovation.

Tommy Hilfiger

Tommy Hilfiger partnered with the Fashion Innovation Agency during Metaverse Fashion Week 2023, inviting customers to participate in AI-driven generative design processes. Participants used prompt-based image generators to virtually design preppy-style garments, significantly boosting customer engagement and informing product development through crowd-sourced design trends.

AI in Supply Chain & Inventory Management

Zara 

Fashion giant Zara leverages predictive analytics and RFID tagging to streamline inventory management and forecast fashion trends. The AI-driven system analyzes social media trends, customer feedback, and sales data, to reduce overstock and improve supply chain precision.

H&M Group 

H&M’s Advanced Analytics team employs sophisticated AI-driven demand forecasting models that incorporate sales data, weather forecasts, and social media trends. This predictive analytics approach has enabled H&M to minimize waste, aligning production more accurately with customer demand, thereby significantly contributing to its sustainable fashion solutions.

Nike 

Nike utilizes predictive analytics, RFID technology, and robotics in warehouses for precise inventory management and fulfillment optimization. AI-driven demand forecasting models position inventory effectively, enhancing Nike’s direct-to-consumer strategy by significantly reducing fulfillment times and driving digital sales growth.

Shein 

Fast-fashion leader Shein employs proprietary AI to detect emerging fashion trends in real-time, instantly triggering small-batch production. This model of rapid trend forecasting and demand forecasting allows Shein to maintain agility and responsiveness, significantly reducing inventory waste and achieving rapid growth.

 “We are using machine-learning technologies to accurately predict demand in a way we think is cutting-edge.” —Peter Pernot-Day, Head of Strategy & Corporate Affairs

Burberry 

Luxury brand Burberry integrates AI into its supply chain management to monitor and redistribute inventory based on real-time demand signals. AI-driven inventory optimization significantly reduces markdowns and excess stock, aligning with Burberry’s goals of operational efficiency and sustainability.

Patagonia 

Outdoor apparel brand Patagonia collaborates with Trove, using AI-powered inventory management for its resale platform, Worn Wear. AI automates product grading and pricing and provides personalized product recommendations, effectively predicting inventory demand, enhancing sustainability efforts, and significantly improving customer satisfaction.

AI in Customer Engagement, Digital Merchandising, & Personalization

Levi Strauss & Co. 

Levi’s employs AI-generated fashion models to showcase a diverse range of body types online. Coupled with AI-powered product recommendations tailored to localized customer data, Levi’s significantly enhances customer engagement, satisfaction, and retention, expanding its global loyalty program.

Stitch Fix 

Stitch Fix combines generative AI services and human stylist expertise to offer hyper-personalized fashion recommendations. The AI analyzes extensive customer data, significantly boosting customer satisfaction and retention, and driving higher order values by accurately predicting customer preferences.

The North Face

The North Face partnered with IBM Watson to create an AI-powered chatbot, the Expert Personal Shopper, offering personalized product recommendations through conversational interaction. This approach significantly increased customer satisfaction and conversion rates, showcasing the power of AI in customer service.

Gucci 

Gucci uses computer vision and augmented reality for virtual try-ons of sneakers via its mobile app, significantly enhancing customer satisfaction and reducing return rates. This experience has successfully bridged physical and digital retail, driving significant customer engagement.

Steve Madden

Steve Madden implements AI-powered visual search solutions and personalized product recommendations on its e-commerce platform through Fast Simon’s AI technology. This approach has significantly improved customer experience, boosting engagement and conversion rates through responsive merchandising and trend forecasting.

White Fox Boutique

White Fox Boutique leverages Fast Simon’s AI-driven personalization technology, offering tailored product recommendations and optimized visual content for international markets. This AI-powered virtual styling tool significantly enhances customer satisfaction and boosts global conversion rates.

ASOS 

ASOS employs AI-driven visual search and virtual fitting room technologies, significantly improving product discovery and customer confidence. Enhanced customer journeys have resulted in increased user engagement, higher repeat visits, and improved conversion rates.

Dior 

Dior integrates AI-powered virtual try-on experiences and personalized customer relationship management (CRM) technologies within boutiques and digital platforms. This immersive AI-driven experience significantly enhances customer satisfaction, reduces returns, and reinforces Dior’s luxury brand status.

AI in Marketing & Retail Innovation

L’ovedbaby 

L’ovedbaby uses Birdseye’s AI-driven email personalization for targeted flash sales. AI analyzes customer data and behavior, significantly increasing email open rates, click-through rates, and overall revenue, demonstrating the efficacy of AI-driven virtual marketing.

Guess 

Guess partnered with Alibaba’s FashionAI, implementing smart mirrors and RFID-enabled interactive technology in concept stores. This AI-driven omnichannel integration significantly enhanced customer experiences and increased sales in Asia, showcasing the potential of AI in retail innovation.

Fashion Innovation Agency

FIA uses generative AI tools such as Stable Diffusion and generative adversarial networks to produce virtual fashion runway presentations. This groundbreaking application of AI-driven fashion tech significantly broadens creative possibilities, enabling sustainable and scalable visual storytelling.

Balenciaga

Balenciaga employs AI technology in innovative runway presentations, featuring AI-generated holographic models and AI voice narration. This forward-thinking approach significantly boosts brand visibility and captures consumer imagination, positioning Balenciaga as an innovation leader.

Stella McCartney 

Stella McCartney utilizes AI-designed enzymes for textile recycling in collaboration with Protein Evolution. This sustainable AI-driven initiative reduces environmental impact, supports circular fashion, and reinforces the brand’s sustainability leadership.

Hat Club 

Hat Club employs generative AI from Attentive AI for automated content creation and marketing. The AI-generated campaigns significantly reduce production time, enhance campaign performance, and drive increased revenue, showcasing the powerful impact of AI-driven virtual marketing.

Why Fashion’s Future Belongs to Brands Leveraging AI—and How Stylitics Can Help You Lead

From product design and inventory planning to personalized styling and marketing, AI is transforming every corner of the fashion industry. Brands like Nike, Gucci, Patagonia—and forward-thinking retailers partnering with Stylitics—are leading the way. Ready to elevate your retail strategy with AI-powered digital merchandising? Contact Stylitics to get started.