The Relaunch of Tech Mode
The Business of Fashion has relaunched its Tech Mode newsletter, a monthly dive into the ways technology and fashion intersect. The goal is to cut through the constant flow of updates and highlight the developments that matter most, with artificial intelligence becoming a recurring theme.
J.Crew and the AI Imagery Controversy
J.Crew recently faced criticism after publishing Instagram images styled like catalogue shots that were discovered to be AI-generated. The lack of disclosure raised questions about transparency and authenticity. The brand later clarified that the visuals had been created by an external studio and added proper credit. This incident illustrates how quickly consumer trust can erode when artificial intelligence is not clearly communicated.
Wider Reactions in the Fashion Industry
Other fashion houses have also faced scrutiny for experimenting with AI imagery. Vogue and Guess encountered backlash when they presented AI-generated models, with audiences accusing them of losing the emotional depth that defines fashion. H&M went further by presenting digital twins of models, avatars with ownership rights, sparking intense debate about ethics, consent, and the future of professional models.
GPT-5 and Industry Expectations
OpenAI’s GPT-5 was expected to usher in a new era of artificial intelligence, but the industry response has been lukewarm. Rather than being seen as revolutionary, it is viewed as an incremental step forward. For fashion businesses, this underscores the need to focus on embedding existing tools into everyday processes instead of waiting for transformative breakthroughs.
The Return of Sewbots
Another theme that has resurfaced is automated sewing technology. Sewbots, long considered a distant goal, are becoming more realistic. They promise efficiency and lower costs but also provoke concerns about the decline of craftsmanship and the displacement of garment workers.
Finding Balance Between AI and Human Creativity
The broader picture is one of an industry at a crossroads. Artificial intelligence can accelerate production and expand creative possibilities, but without transparency and careful regulation, it risks undermining trust. Brands must strike a balance where AI supports innovation without replacing the artistry, individuality and ethics that give fashion its identity.
