G-Star Raw is going deeper into the technology space with its latest denim launch.
The fashion brand on Tuesday released an AI-designed denim collection that was created with AI app Midjourney. With the app, G-Star Raw created 12 cape-like denim designs and ultimately manufactured one style, which will be displayed at the brand’s Antwerp store.
“Innovation is ingrained in the G-Star DNA,” said Gwenda van Vliet, chief marketing officer at G-Star Raw. “We believe in giving our fashion designers the freedom to bring their dreams through AI. While anyone could make a design using AI, at G-Star Raw we have the craftsmanship to make those designs into real garments. We should see AI as enhancing the creative process, rather than taking it over.”
G-Star Raw’s AI-designed denim collection falls in line with the recent wave of AI technology infiltrating the fashion industry. There have been apps such as Midjourney and Stable Diffusion, which are art and image generators, and ChatGPT, which generates elaborate written responses based on a user’s prompt.
While these AI platforms are still new to the fashion world, some companies have already started embracing them. For example, Pantone looked to Midjourney last December to create an immersive visual experience for its 2023 Pantone color of the year, Viva Magenta.
The AI-designed collection is also G-Star Raw’s first major initiative of the year. Last year the brand introduced a “Haute Denim” hat collection created by designer Stephen Jones. The brand also released a campaign last fall featuring model Cara Delevingne for its fall denim campaign.