Artificial intelligence has been making waves as a promising technology trend for a long time, and the fashion industry is also taking advantage of it. G-Star Raw has also delved into the phenomenon – what started as an experiment in design recently culminated in a first style designed by artificial intelligence. The resulting denim cape was turned into a prototype in the brand’s Amsterdam studio. For the project, G-Star activated the software program MidJourney, which works on the basis of commands entered by humans. The principle behind it is simple: the more precise the command, the more accurate the execution.
At G-Star, denim is more than just fashion, the brand strives for creativity and innovation, always pushing the boundaries of design and craftsmanship. With the AI project, G-Star goes one step further and dedicates itself to future thoughts that could be used to innovate and explore the denim industry.
Watch this video to see how G-Star made the idea of “digital denim” a reality:
The master tailors at G-Star report below on the process behind the denim cape.
What was it like to work without sketches and patterns and instead just work with a picture?
“You have to look very carefully. First I made some mock-ups to start the development process. The back of the cape wasn’t there yet so I had to design it – as the process went on the cape became more and more alive.”
How was the production process?
“Nothing is impossible, but it was very challenging because there were so many illogical details. It took a lot of time to figure out how each piece is connected and where a new element begins or ends. But it was also fun because it’s a design that you would never design as a human.
What was the trickiest part?
“How to connect all levels together! I found that the jacket has to be the base. The back part is loose, you can tie it with a strap on the shoulder. The belt holds everything together and gives some shape to the design at the waist. The last layer is the top part of the cape with all the details.”
G-Star Raw designers share insights into their work with AI:
How did the idea for the AI project come about?
“We love to innovate and bring new tools into the design process, and incorporating AI into this process can bring benefits such as increased efficiency and accuracy. It can also help reduce waste in the production process by instantly turning an idea into a well-made result without using fabric. However, it is important to note that AI is a tool. The creative decisions are ultimately made by the designers.”
is AI the future of fashion?
“There is potential to revolutionize the fashion industry with AI. By using AI, fashion companies can streamline their operations, reduce costs and develop more sustainable practices. There is already the integration of AI-powered chatbots for customer service and virtual fitting technology. From the From the designer’s point of view, we can compare the impact of AI on design versus Adobe Illustrator’s impact on freehand sketching: it improves and speeds up the process, but it always remains a tool.”
What is the next step with AI?
“We have arrived in the age of AI! So what’s next for G-Star Raw? It is official. We truly live in the age of AI. So what’s next for G-Star Raw? More innovation. More experiments. And more exploration. As the digital world continues to expand and events like Metaverse Fashion Week are introduced, there really is no stopping them. But the G-Star Raw ideology remains the same: denim has no boundaries.”