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Ten years after launching his eponymous brand at London Fashion Week, designer Edward Crutchley showcased a Fall/Winter 2024 collection this past February that was a culmination of his varied and occasionally esoteric inspirations.
He describes his use of AI as a kind of “mood boarding” – a design-focused process where new images are created by way of compositing ideas and references. In his initial foray into AI-informed design, Crutchley created an eye-popping black-and-white print based off a prompt of “Renaissance body builders,” which was then adhered onto fabric that was used in an array of suiting and separates.
“AI has no concept of practicality or realism,” he says, nodding to the fact that the exaggerated forms found in the collection were directed by this abandonment of functionality. “It’s freed from the physical constraints that we as designers have. So, when I see an AI-generated image that comes out of my prompts, I then think, ‘How do I make this a reality?’ It becomes a case of problem-solving.”
“Although artificial intelligence is stealing the spotlight right now, it has been discretely working behind the scenes for years – not necessarily as a design tool but as a means for optimizing workflows and organizing data,” she says.
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