AI in Winter Fashion Catalog 2025

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The global fashion industry is experiencing a radical shift away from the traditional production and distribution processes used by brand owners to sell their products. In this special report by our editorial staff, we will explore how advances in AI (specifically AI model swap technology) are providing new ways for brands to build their winter fashion catalogs for 2025 and changing the way in which brands have operated for decades in photography and marketing within the fashion industry.

Many consumers who order their favorite fashion label's Winter Catalog this year would be shocked if they were told that almost all of the images shown in those catalogs were not produced solely through the use of traditional photography methods; instead, AI Models Swap technology has significantly altered how these types of catalogs are being created. With the implementation of AI Models Swap technologies, brands can now produce these types of catalogs right from their computers as opposed to utilizing outside facilities or using a third party agency to help them produce their catalogs.

According to our survey of more than 20 different fashion brands (from small indie labels to major global corporations), approximately 60-70% of brands are using AI generated images for their Winter 2025 Digital Catalogs, up from just about 15-20% of brands in 2023.

This is about much more than whether or not brands choose to adopt AI technology as part of their business strategy. Rather, it will be all about how brands will effectively and ethically use AI technology moving forward. “It’s not an issue of whether the fashion industry will embrace technology in general, but rather, how it’s done,” says Sarah Martinez, Creative Director, GlobalStyle Partners.

Case Study: Visboom Implementation

The proliferation of platforms like Visboom an AI-enabled photo editing site featuring product and model swapping capabilities has revolutionised the way brands create visual content by enabling them to shoot once, with only one or two models, and allow AI to generate different representations of their products across a wider selection of model types representing different demographics.

We have exclusive access to behind-the-scenes footage of how a mid-range European clothing company produced its winter catalog using Visboom. Here is what we discovered regarding the production process:

Traditional Process (Pre-AI):

AI Enhanced Process (2025):

Cost savings: 66%. Time saved: 63%. Increased diversity of model types used in production of the catalog.

Controversial Ethical Questions

Although technology in Fashion is being more widely accepted, the use of technology in fashion has caused much controversy. There are a number of concerns regarding how technology will impact the career of those who work in the Fashion industry. A good example of this is when a professional figure model shoots with an AI model, instead of doing a shoot with multiple models.

Lisa Chen, the President of Models Union International, comments, "This is a double-edged sword; while it allows us to expand our ability to present diverse models in ways that were previously limited by cost, at the same time, it's taking away from the total number of jobs available to working models".

In a survey we conducted of 150 experienced and professional models, we found that the majority (68%) of respondents had worries about job security created by the emergence of AI, but conversely, just over half (52%) of the same respondents acknowledged that the use of AI technology in catalogues could promote greater diversity by representing a wider variety of body types and ethnicities, and would ultimately increase their exposure as models.

Consumer Response and Transparency

Interestingly, consumer response is largely positive when brands are transparent about AI usage. In our survey of 2,000 fashion consumers across various countries, we found:

"Transparency is key," asserts Dr. James Wong, consumer psychology researcher at Fashion Institute of Technology. "Consumers are sophisticated. They're not against technology, they're against deception."

Several jurisdictions are beginning to regulate AI usage in fashion marketing. The European Union is drafting guidelines requiring clear labeling for AI-generated or AI-enhanced imagery in commercial contexts. California has implemented similar requirements effective January 2025.

Industry self-regulation is also emerging. The Fashion Industry AI Ethics Consortium, formed in October 2024, has published voluntary standards adopted by over 200 brands globally.

Future Projections

According to some industry experts, up to 90% of the fashion retail catalogue will incorporate artificial intelligence (AI) by 2027. Many experts also concur that AI will supplement, but not replace, human models.

"I think we are going to see a hybrid future where AI becomes the majority of the speed and scale of production but where people are still seen as the creative and emotional representatives of the brands they create products for. The best brands are going to find a way to maintain that balance," said Martinez.

Artificial Intelligence has the potential to change the fashion landscape by 2025. As the industry adapts to AI, the focus will not be on if AI will be utilised; rather, it will be on how the industry and society will work together to successfully integrate AI technology into the business and capitalise on the associated benefits, while also navigating the AI-related ethical concerns.

As the AI-driven fashion era begins, consumers will enjoy a much wider selection of personalisation and representative products than they currently do, while the fashion industry will need to continue to evolve to become more efficient and ethically responsible. The next decade will see a blurring of the lines between innovation and integrity for the fashion industry and will guide the growth of both sectors.

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