Artificial Intelligence (AI ) The Future of Fashion and Representation

/imagine (Promt) …Fashion Runway, black models, modern streetwear, and diversity. Recently, I asked MidJourney to configure this prompt and was mesmerized yet terrified at the power and threat this commercialized technology poses. While it would take fashion designers years to develop an idea and concept through skills and experience, AI took less than one minute to actualize it. Stunned, terrified, and yet optimistic. I experienced a sense of relief at the opportunities that AI would offer marginalized communities in fashion.

AI or Artificial Intelligence was once a foreign concept, but today it has become a viral topic worldwide. Many of us use AI every day without even realizing it, whether it's through TikTok filters, Tesla's electric vehicles, Google Image’s visual search tool, navigation systems, or even writing tools like Grammarly. The question remains, however, whether AI will replace humans and do our jobs for us, or simply enhance our quality of life as we move further into the digital age. As we explore this question, it's essential to consider how communities of color can ensure that AI is used to create inclusive and diverse representations of themselves. 

As a person of color, you may have used filters on social media platforms and wondered why they only seemed to worsen rather than enhance your image. This is a real concern that highlights the need for more diverse representation in AI technology. 

AI, or Artificial Intelligence, is created by human engineers, known as Artificial Intelligence Specialists. According to Stanford University's AI Index, more than 67% of professionals in this field are white males. This lack of diversity can result in digital biases, stereotyping, and other problematic outcomes in the final product. Despite being marketed as a neutral entity, AI's failures in machine learning and typical human biases can significantly affect communities of color, especially in industries in which they have traditionally been excluded, such as the fashion industry.

The fashion industry has been criticized for its lack of diversity and inclusivity for many years. While there have been some efforts made to address this issue, there is still a long way to go. Unfortunately, many major fashion brands still do not see the value in investing in diversity and inclusive campaigns, even when they have a large diverse fan base.

One reason for this lack of investment could be the lack of diversity within these brands. When a company is not diverse, it is more likely to focus on curating campaigns for audiences that resemble themselves. This can lead to a narrow perspective that ignores the needs and desires of underrepresented communities. Here comes the opportunity to change this narrative using AI in fashion retail.

As fashion trends continue to evolve, AI technology is becoming increasingly important in helping business owners create marketing campaigns that are cost-effective, inclusive, and diverse. With the rise of small fashion brands, there has been an increase in demand for digital marketing services that cater to their specific needs. AI programs such as Midjourney offer an easy and affordable solution for these brands to create personalized campaigns that resonate with their diverse customer base.

Through AI-powered solutions, fashion brands can quickly and easily create campaigns that are tailored to their audience's unique interests and style preferences. Take Andrea Pascual, a Brand Strategist and Fashion Designer, for example; who recreated the Tiffany X Nike collaboration because “I was unhappy with the AF1 shoes that they dropped. As a fashion designer, I thought, “I can imagine something better!” says Pascual. As the visuals below will show, she could and she did. 

Pascual continues “As a designer, I know that intentional branding and campaign imagery has the power to communicate a strong message. For example, a diverse campaign shows that the fashion designer cares about representation and diversity as part of their brand story.”

“I’m a woman of color (Filipino), and I was imagining my take on what traditional Filipino attire would look if designed as contemporary fashion AND worn by Filipino models.”

While MidJourney composed the images above, Pascual’s imagination and unique perspective are what contributed to the visual branding of the collaboration Tiffany X Nike could not offer their consumers. 

"AI imagery can further communities of color by giving us quick and accessible tools to create concept campaigns with people who represent us, wearing the fashion items we imagine. It definitely helps us visualize the fashion dream," says Pascual. However, she continues, "I think that's where it stops. Because AI isn't real life."

While AI can help brands identify trends and patterns in consumer behavior, allowing them to optimize their marketing strategies for maximum impact, as Pascual stated it is not the end all be all. By leveraging AI tools to showcase representation and creativity, small businesses can create campaigns that resonate with a diverse audience while showcasing their unique brand identity. However, it is crucial that businesses recognize the limitations of AI and the importance of human creativity in the design, branding, and marketing processes.

Pascual concludes “ As a brand strategist and fashion brand owner, I couldn’t, in good conscience, deliver a campaign that was executed by AI. Too many legal implications involved. I would rather hire a creative team, have set legal terms in place, and give the entire team their well-deserved flowers upon campaign launch instead.”

While AI is an additional step to the larger conversation regarding diversity in fashion, it is imperative to acknowledge that virtual reality is not reality. The ability to create a visual experience solely improves customer experiences but should not replace the customer. To ensure that underrepresented communities are included in the applications of AI, these groups need to be included in the original prompt, boardroom, fashion house, and in its engineering. 

Published in YesGurl UK