Desigual is leaning into generative AI not just as a creative gimmick, but as a foundational tool reshaping how the brand thinks and works. Through its Awesome Lab initiative, the Barcelona-based fashion house teamed up with Neural Fashion to develop a fully AI-generated editorial campaign—real clothes, unreal models. Thanks to tools like Flux and OpenAI models, the results weren’t just eye-catching; they helped tighten Desigual’s visual language while freeing up budget and manpower for traditional campaigns.
The takeaway? AI at Desigual isn’t confined to a marketing experiment—it threads through departments including product design, IT, and finance. From automating workflows to brainstorming creative concepts, the company has shifted from flirting with AI to giving it a seat at the table. And Desigual’s founder, Thomas Meyer, is pushing staff to break things (creatively speaking), making space to experiment without fear of failure.
Of course, not everyone’s AI runway walk has been so smooth—Labfresh ended its AI use due to poor social engagement and tech hiccups. But Neural Fashion takes a different tack: lean into the limitations, use them as creative springboards, and don’t expect AI to mimic a human photoshoot pixel-for-pixel. Next on deck? Potential use of digital twin models for consistent e-comm imagery, following moves from brands like H&M. Transparency, they say, is key—AI content should be labeled clearly. For Desigual, AI is neither gimmick nor threat. It’s an expanding creative partner—occasional weird faces and all.
Read more at Fashion United.