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After Months of Designing with AI, Norma Kamali Isn’t Looking Back

Concerns are growing that the technology’s transformative power has been oversold. Kamali, on the other hand, is as convinced as ever that, for her at least, it marks the start of a new creative era.
Eight-foot cutouts of slightly stretched-looking models frozen in motion are positioned around an industrial room.
Norma Kamali's imperfect AI-generated models and designs. (Norma Kamali)
By
BoF PROFESSIONAL

Not long ago, designer Norma Kamali saw a photo of actress Jessica Biel wearing one of her dresses, a body-hugging piece made of alternating bands of black stretch jersey and nude mesh. The image inspired Kamali to introduce new versions of the style for her spring collection, but while trying to create them, she felt stuck.

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Further Reading

Can AI Carry On a Designer’s Legacy?

Norma Kamali is teaching an AI system to replicate her design style — “downloading my brain,” she calls it — so when the day comes that she steps back from her company, her creative legacy will carry on.

Is Generative AI the New Fashion-Tech Bubble?

The extraordinary expectations placed on the technology have set it up for the inevitable comedown. But that’s when the real work of seeing whether it can be truly transformative begins.

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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