Brands Reinvent Beauty And Fashion Through Artificial Intelligence

Highly-acclaimed brands revolutionize the landscape of fashion through artificial intelligence. It reinvents the creations of cosmetics, bags, digital wearable art, and more.

Artificial intelligence (AI) offers advanced technologies from modern gadgets, learning modes, and more. AI transforms businesses as well, and one of them is the fashion scene. 

AI helps the fashion industry vie with the times through its application in manufacturing, designing, and sales. It also aids fashion designers in pattern making, finding exact measurements, and other game-changing features in clothing. 

Here are a few examples of some brands whose AI usage can exponentially change the fashion landscape:

READ ALSO: The Best Of Paris: Trendsetting Ready-To-Wear Designs At The Recent Paris Fashion Week 2023

French luxury corporation Kering creates AI personal shopper ‘Madeleine’

French corporation Kering, which owns a couple fashion brands like Bottega Veneta, and Balenciaga among others, has a contribution in fashion with AI technology.

Kering launched KNXT, an innovative fashion marketplace that features an AI-powered ‘personal shopper’ called Madeleine

Madeleine leads interested clients to a chat environment, where it shows them how the system works. It coaxes customers to enter topics or clothing that they’re interested in and provides prompts that can help locate their desired results.

Madeleine helps shoppers through its website
Madeleine helps shoppers through its website/Photo via Madeleine’s official website

Kering’s technology helps customers lessen time spent on scrolling through thousands of photos or results. It narrows down possible choices already made for interested users. Madeleine responds in less than 10 seconds with chat prompts and leads to a specific product that clients ask for. 

The AI personal shopper’s response includes short descriptions of the product it showed the client as well. Shoppers won’t have trouble finding their desired luxury pieces with this progress in fashion through AI.

L’Oréal’s Modiface, an AI-powered virtual makeup system

Leading cosmetics brand L’Oréal acquired Modiface, an AI powered virtual makeup reality. The brand purchased ModiFace, an international leader in augmented reality for the beauty industry, in 2018. 

The cosmetics company announced that it will provide its technology to enable virtual try-ons for makeups on Amazon. This innovation enabled customers to use their phone cameras to digitally try on different lipstick shades through a live video or selfie.

The technology features realistic photos of the results of the makeup try-ons and automatically enables the AI shade calibration. It also reproduces the lifelike results of the cosmetic try-ons through augmented reality.  

L'Oréal’s Modiface technology featured on the Amazon app
L’Oréal’s Modiface technology featured on the Amazon app/Photo via L’Oréal’s website

The technology identifies textual and visual information as well that is related to a particular makeup shade. ModiFace also allows retailers to incorporate the experience of the makeup try-ons for an unlimited number of products.

Former ModiFace chief executive Parham Aarabi said that the virtual experience can help customers conveniently try on product shades and purchase “with greater confidence.” Customers no longer need to guess which shade is right for them. 

ModiFace announced a new product this year: their innovative Brow Magic printer, which allows personalized brow recommendations that come to life. They used a digital printer made in collaboration with Prinker, a company that specializes in non-permanent, printed tattoos.

The technology started to conquer the Amazon market in 2019 for US and Japan clients.

How Adobe’s Project Primrose blurs the line between technology and fashion

Multimedia software company Adobe announced AI-powered projects during its Adobe MAX 2023 creativity conference. The event pushed through from October 10 to 12. 

Adobe MAX unveiled the innovative Project Primrose during their MAX Sneaks event held on October 12. The event featured research scientists and engineers who demonstrated several cutting-edge technologies that take creativity to the next level.

Adobe Research posted the project last year through a research publication titled Project Primrose: Reflective Light-Diffuser Modules for Non-Emissive Flexible Display Systems. Project Primrose features displays that enable users to change the surfaces of everyday items, like fabrics, canvasses, or clothing. 

Adobe’s system proposed the use of reflective light-diffuser, or reflecting light through a surface, for displays. It is non-emissive and can be morphed into any shape while it diffuses light.

Project Primrose/Video via YouTube

The project featured a dress during its demonstration in the MAX Sneaks event. Adobe research scientist Christine Dierk showed off its ability to change designs.

Research scientist at Adobe Christine Dierk presents Project Primrose’s dress
Research scientist at Adobe Christine Dierk presents Project Primrose’s dress/Photo via X @Adobe
The different demonstrations of the dress designs
The different demonstrations of the dress designs/Photo via Trend Hunter’s website

Dierk showed how wearers can just change its display patterns and images, simulating a programmable screen. Project Primrose transcends the boundaries of technology as it blurs its line between the fashion industry. The project offers infinite styles and interactive features that just may change the landscape of wearable art. 

We cannot wait to see these technologies completely revolutionize fashion through artificial intelligence.

Banner photo via L’Oréal’s official website.

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