At 78, renowned designer Norma Kamali is considering the future of her iconic label when she eventually steps back from day-to-day operations. Unlike traditional brand succession plans, Kamali envisions an intriguing path: developing a custom AI tool to capture the essence of her creative DNA and support future designers.

For months, Kamali and AI agency Maison Meta have meticulously curated a vast digital archive of the company’s designs. Training the AI model on this rich history serves a distinct purpose: not to replace human-led design, but to create a collaborative tool that ensures the continuation of Kamali’s unique, easily identifiable aesthetic.

“I envision the model… downloading my brain so my team can continue my legacy,” Kamali explains. “This approach has an inherent advantage based on the 56-year design history under my sole leadership.”

Kamali’s pioneering work reflects a long-standing interest in technology. Though AI buzz permeates the fashion industry, many brands use it for practical tasks like writing e-commerce copy. Kamali’s goal goes further, exploring its potential to bridge the gap between a brand founder’s departure and the continuation of their signature design sensibility.

Industry watchers express mixed perspectives. Some, like Alice Bouleau of Sterling International, highlight the challenge AI faces when tasked with interpreting and forecasting trends beyond purely replicating archival designs. Yet, others see significant potential for its use in maintaining core brand elements with minimal changes.

The ultimate test will be how effectively Kamali can integrate this model into her company’s processes. Currently focusing on swimwear, an area heavily shaped by her vision, she describes the project as ‘rough yet raw,’ acknowledging the evolving nature of the partnership.

Whether or not Kamali’s approach sets a widespread precedent, it reflects the fashion industry’s willingness to explore AI’s capabilities beyond the purely practical. As technology rapidly evolves, it will be fascinating to see the full impact of AI in shaping design and shaping our perception of ‘future vintage.’

Ntianu Obiora
+ posts

Ntianu Obiora is a versatile creative professional with over a decade of experience in publishing, marketing, communications, and digital strategy. She is the Online Editor at THEWILL DOWNTOWN