AI Shopping Is Here. Will Retailers Get Left Behind?
AI doesn't see the internet the same way human shoppers do, meaning retailers need to adapt as more consumers turn to AI to find products or even make purchases.
Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.
Highlights
How Investors Fell Back in Love With Fashion Tech
With the rise of AI, Silicon Valley is going all in on a new generation of startups that promise to radically change how products are made and sold. This time, they’re backing founders with tech chops and are more patient in helping them grow.
H&M Knows Its AI Models Will Be Controversial
The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.
Case Studies & Reports
Latest News & Analysis
Unpacking Fashion’s New AI Marketing Toolkit
From Mango to Zalando, fashion brands are using AI tools to produce faster, cheaper and more personalised campaigns — but keeping content on-brand still requires human creativity and strategic control.
Introducing The Brain of Fashion
The Business of Fashion’s new generative AI tool, trained exclusively on our deep archive of trusted journalism and intelligence, developed in partnership with Quilt AI. Today, we’re inviting our BoF Professional community to test it in beta mode.
How Swap Is Streamlining Brand Operations Through Unified Commerce
As tariff shifts and geopolitical tensions complicate international trade, Swap — an e-commerce operating system that centralises cross-border operations — is emerging as a strategic ally for DTC brands pursuing global expansion. BoF sits down with co-founder and CEO Sam Atkinson to learn about his vision for unified commerce.
How Swap Is Streamlining Brand Operations Through Unified Commerce
As tariff shifts and geopolitical tensions complicate international trade, Swap — an e-commerce operating system that centralises cross-border operations — is emerging as a strategic ally for DTC brands pursuing global expansion. BoF sits down with co-founder and CEO Sam Atkinson to learn about his vision for unified commerce.
Big Tech and Fashion Think They’ve Finally Figured Out Smart Glasses
Tech giants like Meta and Google are striking big deals and announcing new eyewear partnerships on smart glasses after a decade of failed attempts to make the devices fashionable.
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The Smart Glasses Gold Rush, Explained
Meta’s $3.5 billion investment in EssilorLuxottica is the clearest sign yet that some of the biggest names in tech and eyewear see smart glasses as a commercially viable category with a long-term future.
TikTok Prepares US App With Its Own Algorithm and User Data
The move could open the door to resolving years of debate over whether the company would share what is considered the crown jewel of the ByteDance-owned short video-sharing platform.
AI Shopping Is Here. Will Retailers Get Left Behind?
AI doesn't see the internet the same way human shoppers do, meaning retailers need to adapt as more consumers turn to AI to find products or even make purchases.
The Debrief | Fashion Tech Boom 2.0
Investor interest in fashion tech is back, but this time, is it more substance than style? Malique Morris joins The Debrief to discuss how startups with real technical expertise and practical AI tools are leading a new wave of innovation.
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Lectra’s Long-Term Lens on Fashion’s Future
The technology company’s recent white paper ‘Meeting the Moment’ unpacks the macro-shifts challenging fashion businesses, and focuses on addressing technological advancements, streamlining supply chains and reprioritising the sustainability agenda for long-term success. Discover insights from the report, alongside BoF analysis.
Lectra’s Long-Term Lens on Fashion’s Future
The technology company’s recent white paper ‘Meeting the Moment’ unpacks the macro-shifts challenging fashion businesses, and focuses on addressing technological advancements, streamlining supply chains and reprioritising the sustainability agenda for long-term success. Discover insights from the report, alongside BoF analysis.
How Investors Fell Back in Love With Fashion Tech
With the rise of AI, Silicon Valley is going all in on a new generation of startups that promise to radically change how products are made and sold. This time, they’re backing founders with tech chops and are more patient in helping them grow.
AI Shopping Platform Daydream Launches in the US
The site, co-founded by Julie Bornstein, aims to reimagine online shopping with the capabilities of the large language models underlying AI tools such as ChatGPT.
Navigating Market Uncertainty and Digital Transformation in Fashion
Next-generation technologies are giving businesses a competitive edge in a rapidly evolving market. Lectra’s Maximilien Abadie and Beyond Luxury Group’s Andrea Pavon shared their insights on a recent BoF LIVE into the opportunities these technologies unlock for sustainable business strategies — and how to optimise the workplace for transformation.
Navigating Market Uncertainty and Digital Transformation in Fashion
Next-generation technologies are giving businesses a competitive edge in a rapidly evolving market. Lectra’s Maximilien Abadie and Beyond Luxury Group’s Andrea Pavon shared their insights on a recent BoF LIVE into the opportunities these technologies unlock for sustainable business strategies — and how to optimise the workplace for transformation.
The News in Brief
Exclusive: Amouage Is The First Beauty Brand to Join Aura Blockchain Consortium
The luxury fragrance label will begin putting all new products on Aura’s private blockchain, allowing customers to claim a digital certificate of ownership and other perks.
Meta Invests $3.5 Billion in EssilorLuxottica in AI Glasses Push
Meta Plaforms Inc. bought a minority stake in EssilorLuxottica in a deal that increases the US tech giant’s commitment to the fast-growing smart glasses industry, according to people familiar with the matter.
H&M Releases First Images With AI Digital Twins
The company debuted the images on Instagram on Wednesday, in a post that explained its approach to AI imagery.