In the United States, a brand creates clothes only validated by its customers

(ETX Daily Up) – An American ready-to-wear brand is using artificial intelligence to define tomorrow’s trends, and fight waste and overproduction. Thanks to new technologies, Finesse creates outfits modeled in 3D to submit them to the votes of its customers, and only produce those that are (really) unanimous. A kind of on-demand manufacturing, or almost, which could allow the industry to reduce its ecological footprint.

Artificial intelligence has already been put at the service of the fashion industry to enable certain brands to better manage their stocks and supplies, even to respond to the problem of returns or to improve the online customer experience, but it obviously did not reveal all its secrets. In the United States, the ready-to-wear brand Fineness has made artificial intelligence the basis of its creative process to produce only what customers will actually buy.

As we know, trends follow each other but are never alike, to the point that brands, and even more so fast fashion brands, regularly renew their collection(s) to respond not only to seasonal inspirations, but also to influences of the moment, and sometimes even to micro-trends. The difficulty is not knowing in advance what will sell – or not, and multiplying the drops to suit the greatest number. There are many examples of this, but Shein’s model, which offers hundreds of new articles a day, seems the most convincing.

Production on demand

It is precisely to fight against this overproduction that Finesse offers a concept essentially based on artificial intelligence. The brand uses specific algorithms to analyze the most popular fashion trends on the internet, and from these inspirations propose three potential outfits modeled in 3D – therefore requiring no fabric – which it submits to public votes. The outfit that has won the most votes is the only one that is put into production, the other two being automatically eliminated.

“We only produce what you want. Vote now and items are ready to ship within two weeks,” promises the brand on its official website. “We use artificial intelligence to predict the quantity to produce, no waste, no surplus, no pollution,” she continues. With this system, Finesse effectively only designs garments that will sell, and dramatically reduces waste and wasted fabrics, while saving on unnecessary production.

However, this mode of operation alone does not justify the affordable prices offered by the brand, whose clothes sell for between around 20 and 50 dollars. All you have to do is access the data sheet for certain products to realize that the materials used are neither sustainable nor responsible. It therefore remains to explore for Finesse new alternatives to concretize a concept that could indeed respond to the many environmental issues that today punctuate the daily life of the second most polluting industry in the world.

Christine Pellissier



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In the United States, a brand creates clothes only validated by its customers


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