Nobody in fashion gets to skip AI. What matters now is how fast we move, how curious we stay, and whether we see the change as something positive.
Yesterday at the Claude Community House in Poblenou, we showed what that can look like.
A real brand and it's designer, Belen Mendoza Dominguez. Its garment photos, its notes. In twenty minutes: a brand book, a shot list, a campaign shoot, copy in three languages, a finished lookbook.
Think about what that replaces. Briefs going back and forth. Samples sending back and fort for iteration until perfect. Samples shipped for a single shoot, mostly not on time. Days of retouching on the images. Copy rewritten for every market. That work matters, but it eats the creative team's time.
AI takes that manual load off. What's left is the part only people can do: deciding what the brand should feel like, and giving creatives the space and time to create.
That's the real change. Not fewer creatives.
The people in the room didn't leave with a theory. They left with the campaign, done.
Round two is tomorrow, 24 September 10:00am. Link in the comments grab your seat now!
Claude Community Barcelona, Lumoo, Izabela Gasoyan, Belen Mendoza Domínguez, Isabelle Williams, Lúa Damas García, The Tech Nation, Manar Benkraouda, Ariadna Arnés, Umuthan Uyan, Luciana Pires, Yuliia M., Mariia Sycheva, Emilie Bernard, Ezgi M., Jérémie Benhamou, Geoffrey Rolin Jacquemyns 🪁