Is Generative AI the New Fashion-Tech Bubble?
The extraordinary expectations placed on the technology have set it up for the inevitable comedown. But that’s when the real work of seeing whether it can be truly transformative begins.
Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.
Highlights
Why Fashion’s Curation Problem Is so Hard to Solve
Online retailers are looking to algorithmic personalisation as a way to carry a vast inventory but still show shoppers products that match their individual tastes. It’s the same idea that powers Spotify and TikTok, but pulling it off in fashion isn’t easy.
The Same Tech Behind ChatGPT Is Being Used to Produce Novel Fragrances
Artificial intelligence is being used to create new ingredients and guide perfumers. But some say the technology doesn’t pass the smell test.
Case Studies & Reports
Latest News & Analysis
The Best of BoF 2024: Finding Technology’s Value
Technology was forced to prove its worth this year as businesses sought practical use cases for AI and data analytics amid a tough consumer environment that brought a few high-profile businesses crashing back down to earth.
As Bitcoin Soars, Luxury Brands Consider Accepting Crypto Payments
High-end brands and retailers are expressing interest in crypto payments as they search for new pockets of wealth to combat a sector slowdown.
Will Luxury Watches See a Crypto-Fuelled Comeback?
Bitcoin’s record-breaking rally raises hopes for a revival in luxury watch sales as shoppers gain new wealth. But the crypto investors of today aren’t who they used to be.
Fashion and Beauty Need to Prepare For a TikTok Ban
The app is running out of options as the January 19 deadline for ByteDance to sell it or see it banned rapidly approaches. Fashion and beauty brands should get ready.
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Puma Is Bringing AI-Generated Design to the Football Pitch
The sports brand is letting Manchester City fans create their own designs for the team’s uniform — no drawing skills needed — with one design to become the club’s third kit for the 2026 season.
Fashion’s Innovation Dilemma
Nike’s shuttering of RTFKT, the virtual sneaker brand it acquired in 2021, highlights a perennial problem for companies that want to remain innovation leaders: Rush in and potentially make a costly mistake, or hang back and risk being late.
Fashion’s New Era of Product Discovery
AI-powered curation across content and search is helping shoppers overwhelmed by choice to find the items they want, with benefits for brands and retailers, according to the BoF-McKinsey State of Fashion 2025.
Creating a Dialogue With Consumers Through Connected Products
Michele Casucci, founder and GM of Certilogo, gathered global executives from the fashion and luxury sectors onsite at BoF VOICES 2024 to discuss how digital product passport technology can support brands in building a dialogue with consumers.
Creating a Dialogue With Consumers Through Connected Products
Michele Casucci, founder and GM of Certilogo, gathered global executives from the fashion and luxury sectors onsite at BoF VOICES 2024 to discuss how digital product passport technology can support brands in building a dialogue with consumers.
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Nike-Owned Virtual Sneaker Brand RTFKT Is Shutting Down
The virtual sneaker and fashion brand will cease operations at a moment when Nike is reassessing priorities under new CEO Elliott Hill.
TikTok to Block Teenagers From Beauty Filters Over Mental Health Concerns
The platform will impose new restrictions on beauty filters for users under 18, limiting alterations like plumping lips or smoothing skin, amid rising concerns over their impact on teen self-esteem and anxiety.
The Crypto-Luxury Brand Predicting a Web3 Comeback
Crypto prices have surged as the market anticipates a crypto-friendly Trump presidency, raising expectations among brands like 9dcc — the self-proclaimed first crypo-native luxury label — that companies will turn to the technology to engage customers.
The Crypto-Luxury Brand Predicting a Web3 Comeback
Crypto prices have surged as the market anticipates a crypto-friendly Trump presidency, raising expectations among brands like 9dcc — the self-proclaimed first crypo-native luxury label — that companies will turn to the technology to engage customers.
The Next E-Commerce Battlefield Will Be Price, Not Convenience
On Haul, Amazon’s new rival to Temu and Shein, nothing costs more than $20 and items typically arrive in one to two weeks — not days — as they ship from overseas directly to US customers.
The News in Brief
US Supreme Court to Consider TikTok Bid to Halt Ban
The court agreed to hear oral arguments on Jan. 10, giving TikTok another opportunity to plead its case.
TikTok Asks US Supreme Court to Block Government Ban
The emergency request comes after a federal appeals court upheld a new law banning TikTok in the US if the parent company doesn’t sell the app by Jan. 19.
TikTok Shop Begins European Rollout
TikTok’s in-app shopping feature has gone live for users in Spain, marking the first step in an expansion of ByteDance Ltd.’s fastest-growing business across Europe.