THE BRAND TOOLKIT
AI, digital workflows, PLMs and next-gen tools
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Fashion technology is entering anew phase. The question is no longer whether brands should use AI and next-generation digital tools, but how to choose, integrate, and scale the right tools without creating more complexity—or losing what makes a brand distinctive.
At Digital Fashion Week, a panel of fashion-tech practitioners and founders explored what a modern brand toolkit should look like, from AI and image generation to 3D, PLMs, production workflows, customer experience, and agentic technologies.
The discussion revealed a clear principle:
Build the toolkit around the problem, not the other
way around.
The most effective technology is not necessarily the newest or most impressive. It is the technology that solves a real problem, integrates with existing workflows, produces commercially useful results, and gives people more time to do the work that requires human judgment, creativity, and taste.