Artificial Intelligence (AI) played a major role at this year’s Berlin Fashion Week in July.This technique combines the individual style elements of fashion with the advantages and possibilities of functional clothing. Clothes are enabled to communicate with each other and bring advantages to the user through recommendations on posture and style. Although such garments cannot (yet) develop a fashionable taste, they can support the wearer’s taste with the appropriate data.

Digital trends in the world of fashion

Technical fashion articles and wearables such as smart watches have been on trend for a long time and are popular among many users. This year’s Fashion Week in Berlin showed that AI is now also preparing to conquer the fashion world. For example, dresses have been developed to be fed with data on the fashion tastes and preferences of the wearer. Such clothes are then able to communicate with each other and, for example, draw attention to people who have a similar taste. In this way, AI in fashion changes the way we communicate through our clothing. Because it is already the case today that clothing always goes beyond pure functionality to serve more as a statement. With the way we dress, we express an attitude towards life and convey our personality.

AI in clothing can do a lot more. In this way, certain jackets can detect postural defects in the wearers and draw their attention to them. This promotes a healthier posture and is less likely to cause back pain and problems with posture. In addition, garments equipped with sufficient data can assess which clothing is appropriate for which occasion. This allows the garments themselves to make recommendations as to what can be worn for an interview and a first date. Not only objective standards are applied, but also the individual preferences of the users are considered.

AI faces these challenges in fashion

AI in fashion provides us with many benefits. It provides us with useful information without us having to constantly look at a display or press buttons. However, it is important to design the individual technical elements in such a way that they are flexible and practical. AI must not adversely affect the feel and must adapt to different areas of use, from dancing and sports to working in very different environments. AI must also be washable so that the garments can be machine-washed and tumble-dried without restrictions. Therefore, research is currently focusing on the possibilities of sensor technology, which can recognize the behaviour of users and make this data usable, while at the same time possessing high functionality and practical properties.

AI cannot (yet) develop its own taste

Despite all the technical progress, artificial intelligence is not able to develop its own taste and become creative itself. Its decisions and analyses are based exclusively on the information on taste and user behaviour of the wearer, which it is given or which it collects while being worn. Fashion with AI therefore has more of an advisory function. It supports users with information and suggestions about possible combinations and areas of application. Just as a pedometer does not live healthily itself, but encourages the user to do so, fashion with AI is not fashionable on its own and does not express a certain attitude per se, but always does so only in interaction with the users.

Data protection plays an important role in fashion

Data protection is a major issue with AI in fashion. Users should have the opportunity to make a fashion statement with their clothing, but they should not be obligated to do so. The aim is to be able to switch AI functions on and off. So, if you want to show your own taste through your clothes and have people with similar tastes displayed to you, you can do so. However, if this technology is inappropriate or not desired in some situations, it can be deactivated. In addition, security measures must be taken to protect personal data from misuse. Our taste in fashion says a lot about us and gives others the opportunity to gain an insight into our personality and our preferences


Paris Retail Week show from 10 to 12 September 2018

For its 4th editionParis Retail Week, the biggest European trade event takes its full scope and gathers in Pavilion 1 of Paris expo Porte de Versaillethe e-commerce sector, dedicated to solutions for e-retailers, ranging from digital marketing to logistics, and the Store / Equipmag sector, dedicated to physical commerce and distribution.

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Pour sa quatrième édition, Paris Retail Week, le plus grand événement retail européen de la rentrée prend toute son envergure et réunit dans le Pavillion 1 de la Porte de Versailles le secteur E-Commerce, dédié aux solutions e-commerce, du digital marketing à la logistique et du secteur Store / Equipmag, dédié au commerce physique et à la distribution.

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