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H&M Group’s New AI Tool Lets Anyone Play Designer

Creator Studio, a platform for producing merch on demand from H&M Group, is using generative AI to try to make it so anyone can make and print professional-looking designs to order, no artistic ability required.
A sweatshirt design made in Creator Studio featuring an AI-generated logo resembling Louis Vuitton's with the luxury brand's monogram as the background.
A sweatshirt design made in Creator Studio featuring an AI-generated logo resembling Louis Vuitton's with the luxury brand's monogram as the background. (BoF Team/Creator Studio)
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BoF PROFESSIONAL

Generative artificial intelligence makes it possible for you to conjure up images ranging from the photorealistic to the fantastical, regardless of your artistic ability. Now, the parent company of H&M wants to help you slap those images on a T-shirt.

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Further Reading

Case Study | The Complete Playbook for Generative AI in Fashion

From ChatGPT to Midjourney to Runway, the emerging technology is already showing why it could be one of the most consequential in decades for the fashion industry. Early adopters and experts unpack the opportunities and challenges of putting gen AI to use to design products, create campaigns and other content, and better connect with customers.

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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