30 April 2019
Author: Sabrina Faramarzi
This is already being shown in the commercial interiors space, where Instagrammable coffee shops and Aibnb homes around the world have adopted the same aesthetic of untreated wood tables, Edison light bulbs and Eames chairs. Dubbed Airspace, this singular aesthetic has allowed people to travel all over the world but still feel like they’re home. As Jess Cartner-Morley, fashion journalist at The Guardian notes, 'It is easy to imagine a similar process taking place in our wardrobes, once facsimile style advice is being beamed into each of our homes.
If AI-powered digital wardrobes re-programme the fashion industry to make more of what people already like, will there be any space left for newness, serendipity, creativity and spontaneity? We know that the best moments in fashion history were those where designers made something that nobody knew they wanted until they saw it. If those designers had listened to sales figures, market research or – as of today – AI, those audacious moments of fashion history would have been forever lost to utility, perhaps even a less radical version of normcore.
One solution being touted as a way to provide novelty in fashion while upholding sustainability and creativity is virtual clothing, but for many consumers it remains gimmicky and elitist, and lacks the tactility that fashion both thrives and relies upon. How, then, do we fight the human urge for newness? Any sustainable, convenience-led solution needs to be on par with a consumers' desire to feel like an individual. In my view, the industry’s true problem is not that it can’t be fully sustainable with the help of AI and technology, but that in the process, it risks no longer being fashion – just mere clothing.
Read more in our Fashion Futures report.