New Look integrates Fermat AI to accelerate fashion design cycles

Creative Director Anica Wislawski noted that the technology provides designers the freedom to refine concepts through digital iterations before production begins. The partnership shifts the focus of the design team toward interpreting customer data and trend forecasting, effectively shortening the timeline from initial concept to the final wearable product. This move is part of a broader digital strategy at New Look, which leverages insights from its Club New Look loyalty program to refine decision-making and personalize the shopping experience.

By automating the visualization of ideas, the retailer expects to reinvest time saved into the creative aspects of fashion, such as identifying upcoming style shifts and outfit coordination. This integration marks a significant step in the company's effort to blend creative intuition with machine-led precision, ensuring that inventory remains aligned with specific market demands.