Nigel Wright consultant Linn Andersen recently attended this year's NF&TA conference, which highlighted the vital role that consumers, businesses, and authorities play in fostering a sustainable future. As one of Norway's most significant industry events, the conference focuses on driving innovation in production, reuse, and the overall transformation of the textile sector.
We are proud to have facilitated the participation of one of the keynote speakers, furthering our mission to connect great people to great opportunities.
The NF&TA conference, now in its third year, serves as a hub for Norway's textile industry, showcasing collaborative efforts to create a more sustainable future. This year's event emphasised the growing influence of artificial intelligence (AI) in reshaping the fashion industry—a transformation with far-reaching implications for trend analysis, design efficiency, and environmental responsibility.
The Role of AI in Transforming Fashion
The fashion industry is undergoing a profound evolution, with AI driving innovation at every stage. Leaders like Sarah Iglesias Hiller, who has worked with iconic brands such as Mango and Inditex, are at the forefront of this change. By leveraging AI, these pioneers are enhancing trend forecasting, streamlining design processes, and championing sustainability in unprecedented ways.
1. Smarter Trend Analysis
AI is revolutionising how brands predict and respond to consumer preferences. By synthesising data from diverse sources—such as fashion shows, e-commerce analytics, social media trends, and search behaviour—AI tools can forecast future fashion trends with remarkable accuracy.
For example, if a specific colour like red dominates catwalks, brands can strategically plan collections around this insight, reducing the risk of overproduction and unsold inventory. This smarter forecasting ensures alignment with consumer demand while minimising waste.
2. Enhanced Design Efficiency
Traditionally, designing fashion collections has been a labour-intensive process, requiring hours to develop even a single pattern. AI is now streamlining this workflow, generating multiple design variations in seconds and offering options in colour, texture, and style.
As Sarah Iglesias Hiller notes, “AI allows designers to focus on creativity rather than repetitive tasks.” This shift empowers brands to experiment more freely, accelerate time-to-market, and significantly reduce operational costs—driving both innovation and efficiency.
3. Sustainability and Waste Reduction
Sustainability is at the forefront of the fashion industry's priorities, and AI plays a critical role in achieving this goal. By enabling 'made-to-order' production models, brands can transition away from mass production, creating only what customers explicitly request.
Spanish brand Desigual exemplifies this approach, using AI-generated concepts to pre-visualise garments before production. This practice minimises waste associated with physical fabric samples, which can cost up to €50 each, making production not only more cost-efficient but also environmentally friendly.
4. Personalised Shopping Experiences
AI is redefining the way consumers shop, offering personalised and interactive experiences. Through AI-driven tools like virtual personal shopping assistants and chatbots, fashion brands can deliver tailored product recommendations based on user preferences and shopping histories.
For example, luxury conglomerate Kering (owner of Gucci and Balenciaga) has introduced AI chatbots that act as personal stylists. Similarly, Zalando’s 'Trend Spotter' highlights emerging fashion trends in key European hubs, while its AI shopping assistant provides real-time, size-specific recommendations. This level of personalisation enhances customer satisfaction, reduces product returns, and builds brand loyalty.
5. Navigating Challenges and Embracing Change
While AI offers exciting opportunities, it also raises important ethical and operational questions. Concerns around job displacement, especially for designers and models, highlight the need for thoughtful implementation.
Iglesias Hiller compares the shift to AI in fashion to the transition from analogue to digital photography: “Those who adapted thrived, while others were left behind.” Upskilling and embracing AI-driven tools will be essential for industry professionals to remain competitive. Transparency around AI’s use and its impact on creative roles will also be key to gaining broader acceptance.
Conclusion
AI is reshaping the fashion industry in transformative ways—offering data-driven insights, streamlining design workflows, promoting sustainability, and revolutionising the shopping experience. Pioneers like Sarah Iglesias Hiller demonstrate how AI can drive innovation while upholding ethical and sustainable practices.
As the fashion industry continues to evolve, brands that successfully integrate AI into their strategies will lead the way in balancing creativity, efficiency, and environmental responsibility.
At Nigel Wright Group, we continually monitor market trends and industry developments, enabling us to provide our partners with forward-thinking advisory services.