Desigual embraces artificial intelligence to expand its creative universe and optimise its operations

The emergence of generative artificial intelligence (AI) in the fashion industry has been as rapid as it has been provocative. First came astonishment_ then experimentation_ and finally_ a more critical stage in which many brands are asking themselves: what role do we want to play in a creative ecosystem increasingly mediated by this technology?

In this new scenario_ a hybrid logic is beginning to prevail in which the human and the artificial do not compete_ but complement each other. It is a delicate balance_ especially in a sector where aesthetics_ emotion and innovation make all the difference. The key question is no longer whether to use AI_ but how to do so without losing the soul of the brand.

FashionUnited spoke with Roser Bagó and Minerva Garcia —co-founder and expert respectively— of the creative start-up Neural Fashion and Sergio González_ AI Lead at Desigual.

The Barcelona-based firm_ immersed since 2019 in an ambitious rebranding process_ has found in AI not only a creative tool_ but a way to consolidate its market positioning.

One of the pillars of this integration has been Awesome Lab_ the open innovation programme with which Desigual has been collaborating with technology start-ups for years to accelerate its digital transformation. In its latest edition_ focused exclusively on generative artificial intelligence_ the company has explored applications ranging from product design to personalised marketing.

Among the most prominent projects is its alliance with Neural Fashion_ a start-up with whom they have created their first editorial campaign with real garments generated entirely with artificial intelligence. Using a combination of tools such as Flux_ OpenAI models and upscaling systems_ the brand achieved an interesting visual proposal.

But beyond the result_ what has been relevant is the approach. Desigual does not use AI as a simple aesthetic resource_ but as a coherent extension of its visual language. A tool that amplifies_ not substitutes.

Creative experimentation without fear

Desigual does not conceive of AI as a simple one-off solution_ but as a structural lever that cuts across multiple areas of the company. Although the brand has only been working with this technology for a little over a year_ it has already left the exploration phase behind and is fully in application mode.

The commitment goes far beyond marketing. As González explains_ in the marketing department_ for example_ it is used to generate visual concepts_ write creative proposals or experiment with new narratives. In the product area_ AI enriches the design phase. Other departments such as IT or finance benefit from the automation of repetitive tasks and the optimisation of workflows.

“We were asked to be as creative as possible and not be afraid to make mistakes_” says González_ stressing that Thomas Meyer_ the brand_s founder_ has driven this philosophy of fearless experimentation.

Behind every image generated there are human decisions. Careful prompts_ art direction_ studio management_ retouching. “AI is just another tool in the hands of imagination that also helps us free up resources to invest in larger traditional campaigns. We are not looking to replace anyone_ but to expand the possibilities_” explains González.

Technological limits

The path towards the total integration of AI is not without its obstacles. While Desigual is moving forward firmly_ other brands have had more complex experiences. This is the case of the Dutch brand Labfresh_ which after four seasons decided to abandon the use of AI in its campaigns. The reason: low performance on social media and technical difficulties such as inconsistency in the generated models.

From Neural Fashion_ the creative and technical team that has helped Desigual to materialise its latest campaign generated with artificial intelligence_ recognise these technical challenges_ but offer an alternative and proactive view in the face of such obstacles.

They do not deny that there are challenges such as the aforementioned inconsistency in generated faces. In fact_ they openly acknowledge it as one of the most demanding aspects of working with generative AI in fashion. However_ their approach is not to avoid the problem_ but to rethink the rules of the creative game.

Rethinking the rules of the creative game

According to them_ the secret is not to force AI to replicate traditional processes to the millimetre_ but to build campaigns from the limitations and strengths of the technology itself.

In other words_ it is not about expecting AI to produce a perfect photoshoot_ as a human team would do in ideal conditions. It is about using it to create something different_ even unexpected_ that connects with the audience in a different way. This philosophy has guided their collaboration with Desigual: if they knew that generating ten identical images of the same face was technically unstable_ they opted for visual narratives that did not depend on that precision.

In addition_ Garcia_ an expert from the Neural team_ stresses that we are dealing with a technology in full evolution. What seems like a limitation today may be solved tomorrow with a new tool or technique. Therefore_ their working model is not based on a single platform or AI engine_ but on a dynamic integration of different models and resources_ which are adapted to the specific needs of each campaign. This ability to move with agility within a changing environment is what_ they assure_ allows them to continue obtaining results that combine the best of technology with a profoundly creative vision.

Where other brands may see frustration or underperformance_ Bagó_ co-founder of Neural_ invites us to see untapped potential. For them_ AI is not here to replicate what we already knew_ but to open up new ways of imagining_ telling and showing fashion. Always with one caveat: those who approach AI expecting an exact_ closed and definitive solution will probably be disappointed. Those who do so with an open and curious mind will find fertile ground for fearless experimentation.

Now one of the projects in development is the generation of images for product pages with consistent models_ exploring the possibility of using digital twins that allow maintaining visual coherence between multiple images of the same face.

H&M_ for example_ has already begun to implement this technology by creating digital replicas of real models for its marketing campaigns and social media posts_ always with the consent and compensation of the models involved.

In this context_ the brand underlines the importance of being transparent with the user: all realistic images created with AI must be presented to consumers duly labelled_ thus avoiding misunderstandings and earning the public_s trust. Far from hiding the technological origin_ Desigual makes it part of the creative discourse.

The case of Desigual is an example that the future of visual communication will not be exclusively human or completely artificial. It will be hybrid. An ecosystem where technology amplifies creativity_ frees up time and resources_ and allows brands to tell more stories without losing their essence.

In this coexistence_ the key is not to ask AI for what only a human being can offer: sensitivity_ intuition_ emotion. And_ at the same time_ to take advantage of its potential to push the limits of what is possible.