AI in Fashion: How Gen Z and Tech Are Reshaping the Industry
How Gen Z's' AI-Powered Fashion Choices Are Reshaping the Industry.
AI in fashion and beauty is not entirely new. While Gen Z today is using AI to curate wardrobes, discover niche brands, and experiment with personal styling, some companies started building this bridge years ago. L'Oréal is one of the clearest examples of how AI in consumer brands has evolved.
L'Oréal made a bold move when it acquired ModiFace in 2018. This gave them one of the first AI/AR platforms in beauty. Back then, customers could virtually try on lipstick shades or experiment with hair colours using their phone camera. It was futuristic at the time, with AR overlays and basic skin tone recognition. The goal was to be a first mover with personalisation and deep consumer engagement.
The same foundation has been enhanced by deep learning, dermatology-grade diagnostics, and even generative AI. Today, L'Oréal's AI can analyse skin health, predict future needs, recommend personalised routines, and generate unique styles based on a customer's lifestyle and environment. What was once a digital mirror is now a personal beauty advisor. Importantly, these tools are integrated into e-commerce flows, directly driving purchase decisions and brand loyalty.
The Bigger Picture:
L'Oréal's journey shows how AI evolves from "shiny new tech" into an embedded utility that transforms customer experience. Other brands are following this path too. H&M has launched AI-powered styling tools that let customers design unique looks, while Levi's has partnered with Lalaland.ai to use AI-generated models that showcase clothing across diverse body types and skin tones. At the same time, Alibaba has been using AI in fashion through its FashionAI initiative, which powers smart mirrors in stores and personalised recommendations online.
So is investing early in AI for fashion brands a leg up for market leadership? It does seem like Gen Z is increasingly turning to AI for fashion and beauty advice. Some may think that the next wave of opportunity is clear. Brands that combine personalisation, creativity, and inclusivity will shape consumer expectations for the decade ahead. We’re seeing a new trend where AI is a style partner. It's a blend of tech and creativity that’s transforming people's closets in ways we couldn’t have imagined just a few years ago.
Have you used AI to make your fashion choices yet?
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