Fashion’s gatekeepers are ceding ground to algorithms as brands tap AI to spot and scale trends moving across runways and social media. With social commerce rising—Launchmetrics says more than 40% of global consumers bought apparel or accessories via social platforms at least three times in 2024—retailers such as Stitch Fix are using AI to test designs and speed merchandising decisions, while Paris-based Heuritech mines images from shows and platforms to flag early signals like dotted prints, flat-thong sandals and the color yellow. Forecasting firm WGSN says the machines excel at volume and velocity, but human judgment remains critical to separate viral entertainment from items people will actually buy. The promise: fewer costly samples, faster assortments and better stock planning. The caveat: AI can misread hype without disciplined oversight.
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