The global fashion industry, worth approximately $1.7 trillion according to McKinsey (Fashion Retail Outlook 2026 by Strategy& PwC), is bracing for one of its biggest regulatory transformations: the Digital Product Passport (DPP). The European ESPR (Ecodesign for Sustainable Products Regulation) will require every textile product sold in the EU to have a QR code detailing its composition, origin, carbon footprint, and recycling instructions.
LVMH, the world's leading luxury group (with revenues of 86.2 billion euros in 2024), is investing heavily in AI. The group uses artificial intelligence for trend prediction, inventory optimization, quality control of raw materials (detecting leather defects at Hermès), and personalization of the customer experience. Each house within the group adapts AI to its specific artisanal needs.
Virtual try-on using augmented reality is becoming widespread. Zara, H&M, and platforms like ASOS offer tools that allow customers to visualize clothes on their own bodies via smartphone. According to the brands, these technologies reduce e-commerce returns by 20% to 30%, a major issue in a sector where online return rates sometimes exceed 40%.
Shein, the ultra-fast fashion Chinese brand, uses algorithms to detect micro-trends on social media and produces in small batches (100-200 pieces) before scaling up successful items. This 'test and repeat' model reduces unsold inventory but raises ethical questions about overconsumption and production conditions.
Sustainable fashion is gaining ground. Brands like Stella McCartney, Veja, and Patagonia have demonstrated the commercial viability of an eco-responsible positioning. Innovative materials—mushroom leather (Mylo), synthetic spider silk (Bolt Threads), recycled fibers—are progressing but remain marginal in volume compared to conventional materials.
Fashion schools are massively integrating AI into their curricula. Central Saint Martins, Parsons, and IFM Paris are training a new generation of designers who master generative design, 3D modeling, and AI-assisted creation tools, while preserving the fundamentals of creativity and artisanal know-how.
