Artificial intelligence is no longer just a tech buzzword. In the U.S., it’s reshaping how brands design, test, and deliver fashion0from speeding up collections to creating entirely new ways of connecting with customers. We sat down with Asya Granovskaia, a strategist at the intersection of AI and fashion, to discuss how these tools are changing the industry today and where she sees them going next.
Q: Asya, people often ask whether AI is just a buzzword in U.S. fashion or if it’s doing real work. What’s your take?
Asya: It’s absolutely doing real work—and more brands are treating AI as part of the core process, not just a gimmick. For example, AI-driven trend-forecasting tools help brands spot what’s gaining popularity on TikTok, Instagram, or in streetwear before it shows up on the runway. Companies are also using virtual sampling so they can see how fabrics behave in 3D before producing physical samples—which saves cost, time, and waste.
Q: Can you give some examples of how collection development has sped up?
Asya: One of the biggest shifts is generative AI. Instead of starting with sketches, designers are using text-to-image tools to generate dozens of concepts in minutes. An independent brand might use a prompt like “structured blazer, neutral tones, sustainable fabric” and quickly iterate without sewing a single prototype.
Digital 3D modeling is another game-changer. Brands like Nike and Tommy Hilfiger are using virtual samples to see how fabric drapes, how lighting affects texture, even how garments move on the body—all before anything is manufactured. That drastically cuts cost and speeds up decision cycles.
And I love pointing to Walmart’s “Trend-to-Product” AI tool. It shrank what used to be a six-month design and rollout cycle down to about six weeks. That kind of speed is significant not just for fast fashion, but for any brand trying to stay relevant amid shifting trends.
Q: How are brands testing what customers will like before full production?
Asya: This is where AI really shines. Brands generate multiple versions of a design, mock them up digitally, showcase them in virtual storefronts or on social media, and collect engagement data. Those insights drive which versions go into production. It’s faster, cheaper, and a lot closer to what customers actually want.
Q: For independent designers and smaller U.S. brands without the budgets of fashion giants, how can AI open doors for them?
Asya: Honestly, this is where I see the most exciting potential. Smaller brands don’t have budgets for endless samples or splashy campaigns, but with AI they don’t need them. They can sketch ideas digitally, test them directly with their followers, and only produce what people actually want. I’ve watched young designers move faster, take more creative risks, and stay close to their customers in ways that used to be impossible. AI gives them a kind of freedom that once belonged only to the biggest houses.
Q: As someone advising brands, what advice do you give now, practically?
Asya: I always say—don’t get overwhelmed. You don’t have to “AI-ify” everything at once. Start small, but start smart. Pick one or two areas where AI can really help, like forecasting trends more accurately or making virtual try-ons seamless.
The choice of partners matters too. Work with tech platforms that are transparent and flexible, where you have real control over the models. And never treat AI as a black box—the most powerful outcomes come when design, merchandising, and ops teams understand how to use the insights.
Finally, stay true to your values. The projects I’ve seen succeed are the ones where sustainability, inclusivity, and fit accuracy were priorities from the start. AI can reduce waste and returns, but only if those goals guide how you use it.
Q: What do you see coming in the next few years (2026–2028)?
Asya: I think we’re on the edge of some big shifts. Virtual try-on will finally feel natural, not clunky shoppers will have more confidence, and brands will avoid mountains of returns. Generative AI will be in the design room from day one, shaping fabrics, prints, even inviting customers to co-create pieces. And AI fashion shows—like the AI Fashion Week launched in New York in 2023—won’t stay on the sidelines. They’ll share space with traditional collections on the main runways. It’s going to be an exciting mix of technology and creativity.
