AI Being Taught as Fashion Film Partner

The curriculum at the Institut Français de la Mode is taught by Pedro Guez, a digital art director and the curator for the AI-Generated Film category at the A Shaded View on Fashion Film (ASVOFF) festival. The course leverages the festival's pioneering work, which introduced its AI-generated film category in 2023. Students are tasked with creating their own AI-generated fashion films, which are then evaluated by a jury of industry professionals. The toolkit for fashion film is rapidly expanding beyond text-to-image generators like Midjourney and DALL-E. New text-to-video models such as Kling, Google Veo, and Hailuo AI are being trained specifically on fashion aesthetics to generate realistic fabric movement and dynamic model poses. Platforms like Style3D AI and The New Black integrate these tools into end-to-end workflows, moving from sketch to 3D garment simulation and virtual photoshoots, significantly accelerating production timelines. Major brands are already deploying these tools. Casablanca uses generative AI for its social media campaigns, while Levi's has experimented with AI-generated models to increase diversity in its campaigns. The digital-only fashion house, The Fabricant, uses AI to create entire virtual collections, pointing toward new revenue streams through NFTs and digital assets. This shift allows for hyper-personalization at scale, a key focus for e-commerce brands like Stitch Fix, which uses AI to interpret customer feedback and generate new style recommendations. This high-tech push exists alongside a counter-trend toward lo-fi, authentic content. Brands like Zara and Chipotle are embracing unpolished, smartphone-shot visuals that feel more relatable and genuine to Gen Z audiences. This approach often yields higher engagement, with one study showing lo-fi posts getting 34% more likes and 18% more comments, proving that creative strategy, not just production value, drives connection. For marketing leaders, the conversation has shifted from AI for efficiency to AI for emotional resonance. According to Google's CMO, AI's best use is to handle the "first terrible draft," freeing up human creatives to focus on strategic judgment and brilliance. This hybrid model, where AI handles versioning and production while humans guide strategy and intent, is becoming a common agency workflow. The business impact is significant, with McKinsey estimating generative AI could add up to $275 billion in profits to the fashion and luxury sectors within the next few years. As a result, CMOs are increasingly expected to lead AI adoption, moving beyond experimentation to develop scalable, data-driven creative ecosystems. Leadership in this new era requires fostering creativity and experimentation, shifting from the role of a decision-maker to that of a facilitator in a more fluid, AI-augmented workflow.