AI

Future Designers Unleash Creativity with AI

Share this post:

At Tommy Hilfiger, we have always been industry pioneers and driven by our vision to break conventions. We are constantly seeking new ways to evolve and respond to our consumer’s expectations. In this age of newness, it’s more important than ever to evolve and deliver on the instant gratification that consumers are looking for.

Two years ago, we had the unique opportunity to bridge the gap between the runway and the consumer and pave the way for the future of retail. In September 2016, we launched #TOMMYNOW, a “see-now-buy-now” model that shortens the typical 18-month production process into just six months, and built an experiential runway show around the product, creating content and engagement with our physical and virtual consumers.

With this approach we created a seamless connection between runway and retail. As a result, we’ve seen growth in our retail and e-commerce performance and a significant increase in engagement on our social channels.

Taking our innovative spirit further, we partnered with IBM and the Fashion Institute of Technology on the Reimagine Retail project to explore how artificial intelligence (AI) can identify upcoming trends faster than industry insiders to enhance the design process. The goal was to equip the next generation of retail leaders with new skills, and bring informed inspiration to their designs with the help of AI.

Using IBM Research AI tools and an extensive library of Tommy Hilfiger product and runway images, the students were able to create forward-looking designs in line with our brand aesthetic. These designs incorporated patterns, colors, silhouettes and styles, all of which were generated by AI.

Among the final designs created by the students is a plaid tech jacket made with advanced color changing fibers that responds to AI analysis of voice and social media feeds. The design will use eco-friendly materials and also demonstrates what the future of product customization could be.

As a brand, we are always pushing the boundaries of what’s possible through innovation and disruption. These young designers truly embody this spirit by showcasing the successful integration of fashion, technology and science.

Chief Brand Officer, Tommy Hilfiger

More AI stories

How AI, IoT and Weather Tech Can Help Better Detect Deadly Wildfires

As summer temperatures in the northern hemisphere rise, so too does the risk of wildfires and the threat to life and property from the western U.S., to Europe and across Siberia. In fact, firefighting teams are working to contain wildfires across central Portugal as I write. Unfortunately, this trend shows no signs of slowing. According […]

Continue reading

FOX Sports, IBM Team Up to Transform Production

The eighth edition of the FIFA Women’s World Cup™ is well underway, with teams from 12 countries battling it out for the championship title. While millions of soccer fans stay tuned to the excitement in France, IBM is teaming up with FOX Sports to help transform production of the event by infusing AI analysis and […]

Continue reading

Making Monitoring AI Bias a Little Easier

When we launched Watson OpenScale late last year we turned a lot of heads. With this one solution, we introduced the idea of giving business users and non-data scientists the ability to monitor their AI and machine learning models to better understand performance, help detect and mitigate algorithmic bias, and to get explanations for AI […]

Continue reading