THE BRIEF

Explore how a contemporary trend could be integrated into an established fashion brand for 2028. I chose to investigate the relationship between Ann Demeulemeester and artificial intelligence, using the contrast between handcrafted artistry and technological automation as the foundation for the concept.

MY APPROACH

I began by identifying a tension between human craftsmanship and emerging technology. Rather than treating AI as a replacement for creativity, I explored how it could become a supporting tool within the brand.

The concept focused on using AI for trend forecasting, personalisation and audience engagement, while keeping the core creative and design process human-led. This allowed me to explore how a traditionally craft-focused brand could respond to technological change without losing the qualities that make it distinctive.

WHAT I SOLVED

The project addressed the challenge of introducing a new technology without compromising an established brand identity. I developed a direction where technology strengthens the relationship between the brand and its audience, while craftsmanship, creativity and artistic decision-making remain at the centre.

WHAT CAN OTHERS TAKE FROM IT

This project demonstrates how emerging technology can be approached as a design tool rather than a replacement for designers. The process could be applied to other brands looking to adapt to future trends: identify what makes the brand culturally and visually distinctive, then consider how new technology can enhance that foundation rather than overwrite it.