What Will Remain Luxury in the Age of AI? Individuality.

When the Logo Is No Longer Enough

Over more than thirty years in fashion, I have witnessed several profound changes. One of the most interesting today is the way luxury is moving away from visible status and back towards individuality.

Until recently, a logo was one of the simplest ways to recognize luxury. Today, a brand alone no longer necessarily represents exclusivity. Fashion is more accessible, trends spread instantly, and almost anything can be replicated or produced on a large scale.

So what is truly rare?

In my view, it is something that cannot be easily replicated.

A garment created for a particular woman — her body, her personality, and her way of life. Not a design that asks her to adapt to it, but one that is created from her.

And this is precisely where AI enters fashion.

A perfect image is not a perfect garment

AI fascinates me as a designer. It allows me to create visual concepts within seconds that would once have required a much more complex process. It can push the boundaries of imagination and open entirely new possibilities in design.

But it also makes the difference between an image and reality very clear.

AI can create a beautiful dress on a perfect digital body.

I, however, need to create a dress for a real woman.

And a real body is not a digital model. It has its own proportions, asymmetries, posture and movement. Every woman has something that cannot be reduced to a universal template.

After many years of working in fashion, I have learned that taking measurements is not enough. I need to see the woman. The way she stands. The way she moves. What she feels confident about and what she would rather not emphasize.

Only then can a garment truly work.

This is why AI will not replace couture

AI can be an extraordinary creative partner for a designer. It can offer ideas, combinations and visual directions that we might never have imagined without it.

But deciding what should actually become real remains human.

So does the knowledge of fabric, construction, cut and, above all, the real female body.

And perhaps that is precisely why couture will become even more relevant in the future.

The more perfect images we can create, the less rare it will be to create something beautiful.

What will become rare is something personal.

I believe that is where luxury is heading.

Not towards bigger logos.

But towards things we do not need to prove are luxurious to anyone else.

Because we know they were created specifically for us.