Artificial intelligence is no longer a futuristic concept in fashion; it is becoming the intern, the assistant, the stylist, the copywriter, and in some cases, the designer. Finding a job in fashion has always been competitive. Now, graduates aren’t just competing with each other; they are competing with algorithms.
Brands are using Artificial Intelligence to forecast demand, reduce overproduction, and align inventory with consumer behaviour. Major companies like Nike, Zara, and Gucci are all multi-million dollar companies that can hire people to do these jobs, so why opt out and choose an algorithm to do all the work?
These days, luxury houses like Gucci are using AI to optimise production and align inventory with consumer behaviour, but in utilising this, does the brand benefit from sustainability, efficiency, or profit maximisation? To me, it just sounds conveniently cheaper…
An article by Forbes, The AI Models Replacing Fashion Models and Business Models confirmed this back in September 2025, when the announcement of ‘AI Models replacing Fashion Models and Business Models’ went public.
“Fashion modelling is experiencing significant technological disruption as AI platforms evolve from simple model generation into fully-fledged content creation systems,” it says.
Gucci Store - Westfield Sydney, Image by Precella Ishac
People often say that it has to get worse before it can get better, and in fashion, there is almost a guarantee that it does get worse. However, with the introduction of Artificial Intelligence within the industry, the optimisation evidently feels like a replacement. Yet many seem to contradict this statement with the ideology that it will be and become a useful ‘power tool.’
LIM College’s article on How Will AI Impact the Future of Fashion, says that this type of technology can not replicate human experience but rather rapidly processes trends and suggests innovative elements.
“With the rise of AI algorithms comes apprehension that they will replace humans, but AI is simply a powerful tool. It can do great things, but only if someone who understands AI can wield it effectively,” it says.
The article also suggests that the combination of AI and humans can result in a relationship that pushes the boundaries of innovation. For example, when a human designer refines ideas with an algorithm. But here is the thing… Was it not the success of rare craftsmanship that got all the renowned designers their name and money? Where does all that work ethic go if an algorithm is who we should thank for a new, groundbreaking silhouette?
Yes, Gucci might be using AI in 2026. But did you know that after it was founded in 1921, it took over two decades for Guccio and his artisans to create their iconic Bamboo handbag, inspired by his son’s love of walking sticks. I know he would be disappointed to find out that his brand is using AI to stay ahead of the competition.
“The company is employing robots in its operations to reduce production times and make the manufacturing process more efficient.”
In Australia alone, manufacturing has moved offshore, reducing fashion jobs. Not only that, but global fashion houses entering the fashion scene in the country have made it harder for independent Australian designers to grow further within the global space. Yet many still believe AI in fashion is sustainable because it can ‘recycle material,’ but seem to forget that AI uses 764.6 billion litres of water yearly to operate.
“These robots are also being used to gather data that can be used to develop new products and improve operations. By using AI, data analytics, and other digital tools, Gucci has been able to increase the efficiency of its business operations and improve the overall customer experience.”
Oh, how times have changed, and years down the road, is this what the fashion industry is going to become? Will it stop? No, but a reminder that fashion was never a thing of efficiency or convenience. Rather, a true form of progress and labour, so if brands continue to replace humans, we risk creating no next generation of creators, no interns and no future Guccios.