Noisy May recruits AI Alva as ‘fashion consultant’
Bestseller-owned denim brand Noisy May has added an artificial intelligence (AI) avatar named Alva to its team as an “AI fashion consultant” for generating and developing new designs and marketing assets.
AI Alva will contribute creative concepts and suggest fresh styles and approaches “just like a normal colleague”, the company said, “but based on big data”. The technology, which Noisy May gives a female pronoun, is based on OpenAI’s GPT-4 Plus, as well as the Midjourney programme and “an internally developed AI fashion merchandising tool”.
It has been built on a complex system of algorithms and machine learning, the brand further explained, engineered to simulate “human-like conversation, problem solving and creative thinking”.
The AI's primary medium for feedback is textual description, but is likewise capable of communicating via mood boards and other forms of visual presentation. “Alva chose her name herself,” Bestseller added.
Alva has been specially programmed to predict the trends and behavioural tendencies of Noisy May’s target audience, which the brand’s designers will subsequently interpret. The team's very first AI-generated collection is expected to show at Copenhagen Fashion Week this coming August.
“We’re exploring new methods of integrating data-driven insights and trend analyses, because we expect that [this kind of] innovative technology will complement our ability to respond to rapidly changing fashion trends,” commented international commercial manager at Noisy May, Jerome Rolland.
“Our aim is for this to deliver collections that very precisely match our customers’ demands.
“The new way of collaborating with AI can contribute to optimisation and efficiency. We have high expectations that our products and campaigns will be even stronger with Alva’s help,” Mr Rolland continued.
Noisy May’s latest fashion consultant, AI Alva. Image credit: Noisy May.
