In a world where artificial intelligence (AI) is increasingly shaping the fashion industry, LVMH, the luxury conglomerate, has taken a bold step forward. They've partnered with IFM, France's leading fashion school, to establish a research chair focused on the intricate relationship between science and creativity. This move is a testament to LVMH's commitment to understanding and harnessing the power of AI in the creative process.
Unlocking Creative Potential
Sidney Toledano, a veteran LVMH executive and president of IFM, believes that AI is a tool that can enhance, rather than replace, human creativity. With half of IFM's design students already utilizing generative AI, Toledano sees the school as a pioneer in this field. He emphasizes that AI should be used to explore new horizons, not simply replicate existing designs on a massive scale.
The new endowment, valued at 150,000 euros annually, will fund fundamental research aimed at unraveling the mysteries of creative practices. LVMH aims to understand how new tools impact talent development and how technology can support creation without standardizing it or diminishing its human essence.
The Human Touch
Maud Alvarez-Pereyre, LVMH's Chief Human Resources Officer, underscores the group's human-centric approach. She believes that while AI may expand possibilities and accelerate exploration, it cannot replace the emotional depth and singularity that human creators bring to the table. The group wants to ensure that AI is integrated responsibly and purposefully across all creative industries.
New Creative Frontiers
AI is already being used in various ways within the fashion industry. For instance, genAI systems can generate collection mood boards or iterate designs in 3D, eliminating the need for physical prototypes. During Paris Couture Week, several designers showcased creations that pushed the boundaries of shape and material, seemingly influenced by the implications of AI.
Daniel Roseberry, Schiaparelli's creative director, presented a fall 2026 haute couture collection featuring inflatable latex tentacles and light-pulsing gowns. He expressed ambivalence towards computer-assisted design, questioning its role in reflecting the designer's personality.
Embracing AI with Caution
Toledano, an engineer by training, initially had reservations about AI. However, after testing a tool that facilitates handbag design at Louis Vuitton, he became convinced of its potential. Even Bernard Arnault, LVMH's chairman and CEO, found the tool fascinating for its ability to create new bag designs.
Toledano suggests that while creative directors rely on their subjective perceptions, AI may influence their observations in the future. He envisions a world where databases are fed with street footage or videos of people in various states, providing a new source of inspiration.
Analyzing the Creative Process
The research chair will delve into three key areas: creation and cognition, computational design models, and the anthropology of design. LVMH believes that by partnering with an academic institution like IFM, they can bring scientific depth and intellectual independence to questions that are vital to the future of the fashion industry.
Alvarez-Pereyre argues that while intuition and inspiration may be mysterious, they are not beyond scientific inquiry. Science can help us understand the conditions that foster creativity, such as cognitive processes, perceptual mechanisms, memory, and environment.
The Future of Design
Toledano acknowledges that not all students at IFM are receptive to AI, and its use remains optional. He believes that creative directors at LVMH are not at risk of being replaced by AI, but rather, AI may soon rival human creative thinking. As AI tools become more sophisticated, even genius designers like John Galliano will be ready to engage with them, infusing emotion into their creations.
In conclusion, LVMH's partnership with IFM is a significant step towards understanding and harnessing the potential of AI in the fashion industry. By exploring the relationship between science and creativity, they aim to ensure that AI enhances, rather than diminishes, the human element in design.
