Fashion Tech Round-Up: AI Imagery, GPT-5, and the Return of Sewbots
- 5 days ago
- 3 min read
Key industry shifts — and what they mean for fashion professionals right now.
London, United Kingdom – 28th August 2025
Image: TFG Commentary on BoF’s Tech Mode Relaunch (Imagined rendering. Not from or associated with BoF)
BOF Relaunches TECH MODE
This week, The Business of Fashion relaunched its Tech Mode newsletter, spotlighting the latest developments where technology meets fashion. Several stories stand out, not only for the headlines themselves but for the questions they raise for designers, brands, and manufacturers.
Image: The Fashion Guild®
The J.Crew AI Imagery Debate
BoF highlighted a controversy around J.Crew’s use of AI-generated visuals styled after its classic catalogues. Some observers felt this blurred the line between authentic brand storytelling and computer-generated replicas.
TFG take: Disclosure is the flashpoint. Brands are in a bind: credit the use of AI and risk backlash, or stay silent and risk accusations of deception. For independent designers and creative teams, the lesson is clear — use AI boldly, but build trust with transparency. The technology itself isn’t the problem; how you present it to your audience is.
Image: The Fashion Guild®
GPT-5: Incremental, Not Transformational
The release of OpenAI’s GPT-5 drew mixed reviews. BoF noted that, despite expectations of a leap forward, the model was seen as more of a step than a sprint. Some interpret this as a sign of slowing progress in large language models.
TFG take: For fashion businesses, the question isn’t whether GPT-5 is revolutionary. The real question is: how can you apply today’s tools to reduce workload and accelerate creativity? From automated product descriptions to AI-assisted trend research, even “incremental” tools can drive meaningful results if embedded into workflows intelligently.
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Generative AI ROI: Why 95% of Companies Struggle
A recent MIT study (cited by BoF) found that the vast majority of businesses investing in generative AI saw little to no measurable return. The standout successes were those who began with narrow, practical use-cases rather than betting on sweeping enterprise-wide solutions.
TFG take: This aligns with what we see in fashion. The brands making progress aren’t the ones chasing “AI for everything.” They’re the ones using it surgically: for digital sampling, social media asset creation, or supply chain simulations. Small wins scale faster than grand experiments.
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Sewbots: Automation Comes Back into Play
BoF reported that Softwear Automation secured $20 million in new funding, with Bestseller as a key backer. Their aim: to revive the dream of fully automated garment sewing.
TFG take: If Sewbots succeed in handling soft, flexible fabrics, this could change the cost dynamics of production in Europe and the US. On-demand, local manufacturing could move from concept to mainstream — with big implications for lead times, sustainability, and reshoring strategies. Big-time investors take note. The returns on your investment would be incredibly strong, but you must have deep pockets.
Image: The Fashion Guild®
Final Word
These stories, from AI imagery disputes to the return of automated sewing, show the same underlying tension: technology is moving faster than the industry’s comfort zone. For fashion professionals, the challenge isn’t just to keep up — it’s to decide where to lean in, where to stay cautious, and where to lead.
At The Fashion Guild, we believe the most effective approach is practical, transparent, and human-centred. The tools are here. It’s what we do with them that counts.
📌 Source: Summarised and adapted from The Business of Fashion, Tech Mode (Aug 27, 2025).
👋 About The Fashion Guild
The Fashion Guild is a global consultancy and innovation hub committed to advancing creativity, efficiency, and sustainability in the fashion industry. Co-founded by industry veterans Peter Gallagher-Witham RCA MDes and Jon Smith, we help brands remain competitive by integrating the best of AI and 3D technology.
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