The AI Revolution in Fashion: Genera’s Vision for a Sustainable and Digital Future
The fashion industry, long celebrated for its creativity and artistry, has been slow to adapt to the technological revolutions reshaping other sectors. While e-commerce has transformed how consumers shop, the backend processes of design, production, and wholesale have remained largely unchanged for decades. However, a seismic shift is underway, driven by the convergence of consumer demand for sustainability, the need for efficiency, and groundbreaking technologies like artificial intelligence (AI), blockchain, and on-demand manufacturing.
These innovations are not just tweaking the old systems—they are dismantling and rebuilding them. The traditional model of mass production, long lead times, and speculative inventory is being replaced by agile, tech-driven processes. This transformation is not only reducing waste but also enabling brands to respond to market trends in real time, setting the stage for a new era in fashion.
Genera: Leading the Charge in Fashion Tech
At the forefront of this revolution is Genera, a technology company based in London and Lisbon. Genera is redefining the design-to-wholesale pipeline with its AI-powered solutions. CEO Artem Kupriyanenko, who has over 15 years of experience in creating hyper-realistic CGI imagery, describes the company as a disruptor. “Genera is a disruptor. Our main goal is changing and evolving the system,” he says.
Genera’s suite of tools integrates AI, machine learning, and advanced analytics to optimize every stage of the fashion production process. From product ideation to inventory management, the company is helping brands adapt to a rapidly changing marketplace. Kupriyanenko emphasizes the importance of agility in the fast-paced fashion industry, stating, “Because of technology, you’re saving resources, you are saving time. You can see everything before it is produced.”
Revolutionizing Sustainability in Fashion
One of Genera’s standout tools is the “tech pack converter,” which allows designers to create photorealistic garment images directly from technical drawings. This eliminates the need for costly and resource-heavy physical samples. According to estimates, around 15% of textiles intended for clothing production are wasted during the cutting process. Globally, the fashion industry produced 97 million tons of waste in 2023, with 18 million tons being leftover textiles. Genera’s technology significantly reduces this waste, cutting down on the carbon footprint associated with shipping, production, and disposal of materials.
Kupriyanenko highlights the inefficiencies of the traditional wholesale model, where overproduction leads to massive waste. “There’s huge liability and waste because in a wholesale model, you’re constantly overproducing, hoping to catch your customer with a sale,” he explains. “What happens is the drop rate is huge. No one talks about this, really, in the industry, because it’s really bad. It’s a lot of fabric and wastage.”
Enhancing Creativity with AI
Genera’s tools are not designed to replace creativity but to enhance it. Traditional methods like handcrafting and tailoring remain integral to fashion, but AI can handle repetitive tasks such as optimizing patterns for fabric efficiency or predicting trends. This allows designers to focus on their craft, whether it’s conceptualizing new ideas, exploring unique patterns, or experimenting with materials.
Kupriyanenko argues that innovation should begin earlier in the creative process, not during the sample-making phase. “No one can predict which sample a customer will choose from a large showroom selection,” he says. Genera addresses this uncertainty by offering an unlimited supply of cost-effective and environmentally friendly options.
AI Try-On: Transforming the Shopping Experience
Genera has also developed the “AI Try-On”, a tool that offers a more immersive online shopping experience. This feature was recently trialed by Daily Paper, a Gen Z-oriented brand based in Amsterdam and New York. Co-founder Hussein Sulemain praised the solution, saying, “This feature gives not only the possibility to try on garments digitally but also to share on various social platforms, allowing for cross-platform interaction and a fantastic opportunity to continue telling our brand story.”
Leveling the Playing Field for Smaller Brands
Genera is committed to making its technologies accessible to mid-sized fashion brands, which often face challenges in gaining vendor support. “Smaller brands sometimes have issues getting vendors to believe in them,” Kupriyanenko explains. “They can use the technology to market themselves, and as a vehicle for sustainability, responsibility, and to achieve a new product.”
By providing these tools, Genera is leveling the playing field, enabling smaller brands to innovate and thrive in a competitive marketplace. As consumers increasingly demand transparency and responsibility, these technologies allow brands to meet these expectations effectively.
Streamlining Production with AI
Genera’s Product Display Page (PDP) Creator tool is another game-changer. This tool eliminates the need for traditional photoshoots by generating high-quality product cards using inputs like CLO 3D files, tech packs, or transparent mannequin photos. The result is a fully retouched image with a customized AI fashion model, produced in less than 30 minutes. In contrast, a traditional photoshoot would take about half a day.
Designer Neil Barrett recently collaborated with Genera to create an AI-powered shoot for missing items in his latest collection. Simple mannequin photos were captured using a phone and then digitally transformed into professional-quality images. “We’re truly intrigued by the idea of executing an entire capsule collection through Genera,” Barrett says. “The ability to create impossible destinations and immersive environments that push the boundaries of imagination presents a unique opportunity.”
The Future of Fashion
Keiron Birch, Head of Creative and Business at Genera and former Vice President of European Design at Calvin Klein, sees immense potential in AI. “AI represents a powerful tool to elevate design, presenting it in innovative and impactful ways,” he says.
Genera’s mission is not just to address isolated challenges but to overhaul outdated processes across the industry. From personalized shopping experiences to ethical and transparent supply chains, the company is tackling key challenges with scalable AI solutions. As Kupriyanenko puts it, “It all comes down to your personality, and your relationship with technology. Will you adapt or will you fall behind?”
With companies like Genera leading the way, the future of fashion looks smarter, greener, and more connected. Technology and responsibility are no longer at odds—they are working hand in hand to shape a better industry.
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