Cover PARIS, FRANCE - MARCH 04: (EDITORIAL USE ONLY - For Non-Editorial use please seek approval from Fashion House) Models walk the runway during the Anrealage Womenswear Fall/Winter 2025-2026 show as part of Paris Fashion Week at American Cathedral Of Paris on March 04, 2025 in Paris, France. (Photo by Kristy Sparow/Getty Images)
PARIS, FRANCE - MARCH 04: (EDITORIAL USE ONLY - For Non-Editorial use please seek approval from Fashion House) Models walk the runway during the Anrealage Womenswear Fall/Winter 2025-2026 show as part of Paris Fashion Week at American Cathedral Of Paris on March 04, 2025 in Paris, France. (Photo by Kristy Sparow/Getty Images)
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From AI-generated campaigns to smart accessories, here’s how fashion brands embraced tech at Paris Fashion Week
As we have seen over recent fashion seasons, the intersection of fashion and technology is no longer a distant vision—it is here, infiltrating reality through nostalgic tech bags, virtual reality fitting rooms, and Inspector Gadget-like glasses. At Paris Fashion Week 2025, AI and advanced tech innovations have become even more central to how luxury brands crafted, showcased, and marketed their designs. From AI-generated couture to interactive digital fabrics, this season proved that fashion is embracing the digital revolution in ways that are as functional as they are artistic. Here are five ways technology reshaped the runway and beyond.
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AI-Generated couture: a new design frontier
AI is becoming a key tool in the creative process, assisting designers in exploring complex patterns, textures, and silhouettes. This year, several designers attempted AI-powered designs, where artificial intelligence supported the creation of garments by studying patterns, textures, and silhouettes to generate designs that are both aesthetically pleasing and highly functional.
Beyond the runway, Moncler has been actively exploring AI integration in its creative processes. The brand previously worked with Maison Meta to produce an AI-generated advertising campaign. It has also leveraged digital intelligence to assist in the conceptualisation of its latest outerwear designs, like the Verone AI jacket.
Beyond aesthetics, AI is also being used for trend forecasting. According to Techpacker, a company that makes clothing design and product development software, brands are leveraging AI to predict fabric preferences and colour trends based on global consumer data, influencing their latest collections' palettes and material choices.
Smart Textiles: Fashion That Reacts to Its Wearer
Smart fabrics have evolved from concept to reality, offering wearers garments that adapt to their environment. Anrealage’s latest collection featured LED-infused garments that changed colours under different lighting conditions, demonstrating how fashion can be both dynamic and interactive.
Another highlight came from Stella McCartney, who unveiled bio-responsive textiles that shift patterns based on temperature and movement. The designer has also partnered with companies like Protein Evolution, which created Biopure, a technology that uses AI-designed enzymes to break down textile and plastic waste to create fresh materials for polyester.
3. Virtual and Augmented Reality: Reinventing the Runway
Fashion Week saw an expansion of virtual and augmented reality, making fashion more immersive than ever. Designers integrated AI into their creative processes and explored the future of mixed-reality fashion shows, offering unique perspectives on how technology can redefine fashion presentations.
Balenciaga reportedly used digital “holograms” of models that guests could interact with for virtual try-ons. Viktor & Rolf integrated AI by using an AI-generated voice for narration during their Haute Couture Spring/Summer last season. This AI voice described the looks as models walked the runway, highlighting the intersection of artificial intelligence and human artistry.
These digital integrations are reshaping the way consumers engage with high fashion, merging the physical and virtual worlds.
AI-driven personalisation in retail
AI isn’t just changing the runway—it’s also revolutionising how luxury brands interact with their customers. Brands are leveraging AI to provide hyper-personalised experiences, digital trend forecasting, and innovative customer engagement strategies, redefining the luxury fashion and beauty industries.
As AI becomes more advanced, luxury fashion houses are expected to further integrate personalised shopping experiences. Dior famously uses augmented reality online and off to allow customers to try on their pieces virtually. FabriX presented virtual try-on kiosks at various fashion events including Paris Fashion Week 2024 and Pitti Immagine Uomo, enabling consumers to experience digital fashion with AR and AI.
Wearable tech: functionality meets luxury
The fusion of fashion and technology extends beyond aesthetics into wearable innovation. Coperni's Fall/Winter 2025 show focused on the fusion of technology and human connection, evoking the spirit of early internet culture. A crowd favourite was the Tamagotchi Swipe Case, a collaboration with Japanese toy giant Bandai.
The latest Ray-Ban Meta smart glasses were also featured at the Coperni runway, demonstrating their ability to provide real-time styling advice, hands-free photography, and augmented reality overlays.
With AI-powered design, interactive textiles, virtual fashion shows, and tech-enhanced shopping experiences, the line between fashion and innovation continues to blur. One thing is certain: the future of luxury is digital, and it is already here.
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