Fashion and technology go hand in hand
Desigual has joined the artificial intelligence (AI) trend with an innovative proposal. Mobile World Congress visitors can now create their own clothes with Generative AI through the first fashion design laboratory based on this technology presented by the Catalan company and Mobile World Capital. This initiative, which has the collaboration of the emerging company Fermat, represents a further step in the fusion between fashion and technology.
The technological revolution in the fashion industry
The initiative was presented as part of the mobile phone congress and was attended by the founder and president of Desigual, Thomas Meyer, and Francesc Fajula, CEO of Mobile World Capital. During the event, attendees can experience creating custom garments by selecting various elements such as color, fabric, and style, all thanks to Generative AI.
The vision of the leaders
Thomas Meyer has highlighted the importance of creativity and innovation in the world of fashion, stating that this initiative will transform the sector. He also highlighted that Generative AI will open the doors of fashion to a wide range of people, as even a 5-year-old child could become a designer. On the other hand, Francesc Fajula has underlined the values of entrepreneurship, courage and innovation that characterize Barcelona, Catalonia and Spain, stating that this initiative represents a journey towards the future of industries.
Application of AI in fashion
Desigual has been working with AI for a long time in the design of garments and in the company’s decision-making processes. This is part of its commitment to technological development and open innovation as key elements in its growth plan. In addition, the company has highlighted its technological and creative side, showing as an example one of the most advanced warehouses in Europe that it has in Viladecans (Baix Llobregat) and the inauguration of a new area of autonomous robots.
Repercussion at sectoral level
This initiative not only represents a step forward for Desigual, but also opens the doors to a new era in the fashion industry. The round table organized by Mobile World Capital on the opportunities and challenges offered by artificial intelligence in the fashion sector, together with other gamified experiences, highlights the transformative potential of technology in this area.
