How AI Fashion Brands Are Shaping the Fabric of Fashion

Ian Anderson2025-05-28

By 2025, artificial intelligence (AI) has moved from the sidelines of tech conferences to the front rows of fashion week. No longer confined to chatbots or backend analytics, AI now drives creativity, personalizes style experiences, and enhances operational efficiency in the fashion world.

With the US fashion industry estimated to cross $500 billion by 2025, brands are under pressure to deliver faster, greener, and more intelligently designed clothing. AI isn’t just a nice-to-have anymore—it’s the core differentiator. And the brands leading this revolution are combining art and algorithms in ways never imagined before.

Let’s explore how AI fashion brands are transforming the fashion value chain—from the sketchbook to the shopping cart—and spotlight the most forward-looking US fashion brands embracing this transformation.

AI Fashion Brands Transforming Fashion at Every Level

1. AI in Product Design: From Data to Dresses

Designers are increasingly using AI tools in retail that analyze runway trends, social media aesthetics, and even weather patterns to inform their creative process. Instead of relying solely on intuition or legacy data, AI helps predict what consumers will want to wear next season—and why.

Tommy Hilfiger, for example, partnered with IBM and the Fashion Institute of Technology to launch an AI design project that uses data from thousands of sources to guide collection creation. This doesn’t replace creativity—it enhances it with insights.

2. Hyper-Personalization: The New Luxury

In a world of infinite choice, relevance is the new luxury. Brands that know what their customer wants before they do are winning the loyalty game.

Stitch Fix built its entire business on algorithmic styling. With millions of data points collected through quizzes and purchase behavior, their AI-powered recommendation engine can personalize every outfit, at scale. Similarly, Nike’s Fit App scans a user’s foot via smartphone and recommends the perfect shoe size, eliminating guesswork.

3. Smart Supply Chains: Fast, But Sustainable

Fast fashion’s biggest flaw has been its environmental impact. AI is helping brands address this by optimizing inventory, reducing overproduction, and improving demand forecasting.

Zara, the pioneer of fast fashion, now uses AI to monitor store-level data, social media mentions, and local weather patterns to decide what clothes to manufacture, and where to ship them. This micro-level intelligence allows them to stay fast and reduce waste.

Ralph Lauren has also integrated AI to better manage in-store inventory and sales, improving sell-through rates while minimizing markdowns.

4. Sustainable by Design

AI is now also being used to close the loop on fashion. H&M, for instance, uses AI to sort and recycle garments based on fabric composition and wear-and-tear predictions. These insights help them design garments with end-of-life in mind—a critical step toward circular fashion.

10 Most AI-Forward Fashion Brands (2025 Edition)

Brand	AI Application Area	Purpose / Outcome	Example/Outcome Details
J.Crew	Customer Data Platform, ML-driven analytics	Same as above (J.Crew Factory and J.Crew share tech stack and use cases)	Uses Acquia CDP for deduplication, segmentation, campaign activation, daily customer scoring, and reporting
US Polo Assn.	AI/ML-driven customer profiling, marketing	Precise targeting, personalized offers, increased sales and ROI	AI profiles customers, targets across channels, and drives significant campaign results.
American Eagle Outfitters	AI-based inventory management, personalization	Accurate inventory, reduced excess stock, personalized online shopping	AI tools for inventory, warehouse automation, and hyper-personalized recommendations.
Calvin Klein	Predictive analytics, recommendation engines	Trend forecasting, product suggestions, marketing personalization	AI analyzes trends, powers smart mirrors, and delivers inventory optimization.
Banana Republic & Old Navy (Gap Inc.)	AI-driven productivity, trend forecasting, inventory optimization	Enhance consumer experience, improve product development, optimize inventory	Dedicated AI unit for customer experience and digital-first operations.
Madewell US	Digital transformation, AI for customer support	Seamless shopping, loyalty program enhancements	Mobile app and loyalty innovation; industry-standard AI for digital support.
7 For All Mankind	AI-powered sizing technology	Reduce returns, improve customer satisfaction	Uses MySizeID for AI-driven fit recommendations.
Carhartt	AI for merchandising and marketing	Predict consumer needs, personalize content, optimize inventory	AI analyzes data for inventory and marketing automation.
Diane von Furstenberg	AI-powered personalization	Tailored e-commerce experiences, higher engagement and conversion	Qubit ML for real-time offers, personalized recommendations, and mobile relevance.
Banana Republic Factory	AI-powered loyalty, chatbots, proximity messaging	Enhance in-store and loyalty experiences, drive store visits	Uses flok platform for AI chat, rewards, and geofencing.

How Glance AI is Contributing in Making AI Fashion Brands More Powerful

Glance AI plays an important backend role in enhancing how fashion brands engage with their customers. With partnerships with labels like U.S. Polo Assn., Levi’s, and American Eagle, Glance helps surface personalized fashion content and recommendations directly on smartphone lock screens—bridging the gap between brand and buyer in micro-moments.

With its multi-screen strategy, Glance is expanding this discovery across connected devices—from mobile phones to smart TVs—offering a seamless, omnichannel fashion journey. Through partnerships with brands like U.S. Polo Assn., Levi’s, and American Eagle, it delivers curated looks based on user preferences and trends.

Moreover, the concept of an AI twin—a virtual assistant that learns a shopper’s taste and helps them experiment with styles—is gradually being integrated, empowering you to make smarter, bolder fashion choices, all while enhancing convenience and engagement.

FAQs

Q1: What is an AI fashion brand?
An AI fashion brand utilizes artificial intelligence technologies to enhance various aspects of its operations, including design, production, inventory management, and customer experience.

Q2: How does AI personalize the shopping experience?
AI analyzes customer data, such as browsing history and purchase behavior, to recommend products tailored to individual preferences, improving customer satisfaction.

Q3: Are AI fashion brands sustainable?
Many AI fashion brands use AI to optimize inventory and reduce waste, contributing to more sustainable practices within the industry.

Q4: How is AI used in fashion design?
AI assists in fashion design by analyzing trends, consumer sentiment, and historical data to predict upcoming styles, enabling designers to create collections that resonate with consumers.

Q5: What role does Glance AI play in fashion?
Glance AI collaborates with fashion brands to enhance customer engagement by delivering personalized experiences directly to users' devices, aligning with individual preferences and shopping behaviors.

Ian Anderson is VP of AI at Glance, leading innovation in Gen AI, computer vision, and NLP. He holds a PhD in Mobile Computing and formerly led the Data Science team at InMobi’s Unified Marketing Cloud.