Asos has partnered with GenAI fashion start-up Fermat to upskill more than 100 designers in generative AI and speed up its production process.
Fermat’s technology is now embedded across the fashion retailer’s design operations, enabling designers to turn sketches into photo realistic visuals in seconds, according to Asos.
The technology allows Asos to “instantly explore different colours, fabrics and variations,” which it said helped it to communicate ideas more clearly with suppliers and improve accuracy in first time samples while reducing waste.
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Its new workflows also free up creative time, Asos said, with an average of 75 to 80% time saved across its key design processes.
Asos head of digital creation Nick Eley said: “Generative AI is already elevating the way our designers explore trends and develop ideas.
“It helps us reach stronger concepts faster, so we can create the best possible product and deliver it to customers at the right moment.”
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