(ETX Daily Up) – Three minutes flat, and only a few dozen guests: Marc Jacobs, who presented his fall-winter 2023-2024 collection outside the traditional calendar, seems to have invited the few people present to reflect on the frenetic pace fashion and a daily life punctuated by new technologies. Between nostalgia and innovation, the fashion show welcomed a guest as unexpected as it was surprising, ChatGPT, charged for the occasion with providing the title and description of this new collection.
Can artificial intelligence upset fashion codes? A vast subject which should find its answers in the near future, as the industry seems to be on the lookout for all the possibilities offered by new technologies. We’ve seen it for several months with the metaverse, a parallel world that fashion brands have invested heavily in, and it should now continue with the ChatGPT conversational agent, at the heart of all attention. During his fall-winter 2023-2024 show organized within the New York Public Library, Marc Jacobs called on the now famous chatbot to write the description of the collection given to the few guests present.
Fashion in the age of AI
Contrary to many initiatives intended to spread all the science of these new technologies, it seemed to be a question here, according to many media present including Vogue and le New York Times, to begin a reflection on the frantic pace of the fashion calendar – and its multitude of annual collections – as well as on the weight and impact of digital technology in the daily life of populations. A phenomenon that should quickly be accentuated by the advent of artificial intelligence. The proof, ChatGPT was among the guests of this parade – and yet their number was limited compared to the so-called classic parades.
For the very first time in a show of this scale, it was the famous conversational agent who generated the title of the collection – Marc Jacobs: A striking fusion of masculine tailoring and feminine elegance – as well as the description provided to the guests present. Nothing out of the ordinary, one might say, except that this is another ChatGPT foray into the world of fashion, and for a runway show to boot. A text which, it must be recognized, only very partially stuck to the collection presented, we recall, in three minutes stopwatch in hand – and which therefore testifies despite everything to the few limits of artificial intelligence.
This is not the first time that this type of new technology has entered the fashion sphere. This spring, we remember the organization of the first fashion week designed using AI, but also Zalando, which announced its intention to start a fashion wizard powered by artificial intelligence text generator. The idea? Respond to all requests from its customers, and allow them to find appropriate outfits according to their tastes, their desires, or specific events. Marc Jacobs has therefore just taken a new step in this race for innovation… All that remains is to wait for the designer who will (really) design his next collection under the aegis of the essential chatbot.
2023-06-28 10:29:00
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