Summer dresses created in minutes. Collections that were never sewn – yet already trending on social media. Digital showrooms where buyers explore fabrics in 3D without leaving the office. This isn’t some futuristic fantasy – it’s the new reality of the global fashion industry. And Kazakhstan is very much a part of it.
How has the journey from sketch to store changed? Why are hundreds of samples no longer necessary to understand what customers want? And most importantly – how can small brands from Almaty or Astana now compete with global fashion giants?
To explore this shift, we spoke with Aseya Granovskaya – an international fashion consultant who helps brands around the world adapt to the new digital rules of the game. In this exclusive interview, she explains how generative AI is reshaping every stage of fashion – from ideation to sales – and why for designers in Kazakhstan, this is less of a threat and more of an opportunity.
– Aseya, there’s a lot of buzz right now about how AI is changing fashion. Has it really transformed the industry?
– Absolutely. The fashion industry used to be quite slow – it could take six months to a year to bring a new collection to life. Planning started long before anything hit the shelves. But now, thanks to AI, that entire process can be sped up dramatically.
– How exactly is AI helping to accelerate collection development?
– One of the clearest examples is generative AI – neural networks that can generate images, text and even clothing designs. Designers no longer have to sketch for hours – they just type in a prompt like “summer dress, bright color, light fabric” and within minutes they get dozens of options.
For instance, G-Star RAW presented a denim collection entirely designed by AI. Mango even developed its own platform to help designers get inspired and co-create new models with AI.
– In the past, producing tons of samples took time, money and fabric. What’s changed?
– Exactly. You had to sew a prototype just to get approval – and if you changed one detail, you'd start all over again. Now AI can generate photorealistic 3D visuals – you can see how a dress fits and how the fabric looks without ever stitching a thing. Brands are using tools like MidJourney and DALL-E to finalize designs in days rather than weeks. It’s faster, cheaper and more eco-friendly – with far less textile waste.
– And how are brands presenting their collections to retailers and buyers now?
– Previously, garments had to be shipped around the world, shows had to be staged – it all required massive time and logistics. Now, digital showrooms are becoming the norm.
Tommy Hilfiger, for example, displays up to 80% of its collection online. Clothes are shown in 3D – buyers can zoom in on textures, silhouettes, details. It’s efficient, flexible, and makes localization easier for different markets.
– Is it possible to know in advance what will be popular?
– Yes! In the past, you’d have to sew a sample, do a photoshoot and post it online to test interest. Now, you can generate an image with AI and upload it directly to a marketplace or Instagram.
Brands can test dozens of designs without sewing or shooting anything. It helps them avoid overproduction and focus only on what customers truly want.
– Have there been real cases where AI testing shaped a final collection?
– Absolutely. The American brand Revolve launched a collection based on designs from winners of AI Fashion Week – a fashion week where the designers are neural networks. Only the items that received strong online feedback went into production.
It shows how brands can minimize risk – releasing only what’s proven to resonate with their audience.
– So AI is reshaping everything – from first idea to final sale?
– Exactly. It helps with ideation, fast visualization, gauging customer interest and selling – all with lower costs and more agility.
I’m convinced we’ll see more and more brands using AI this way – not as a trendy gimmick, but as a real tool to work smarter, faster and more precisely.
– How can this impact brands in Russia and Kazakhstan?
– Local brands obviously face more challenges than global players – fewer resources, less access to capital, no international supply chains. But that’s where generative AI becomes a great equalizer. It gives them access to the same tools used by big brands – no matter their size.
MidJourney, DALL-E, digital showrooms, demand-testing platforms – they’re all available online. Brands in Russia and Kazakhstan can use them to generate ideas, visualize models, test reactions on social media or marketplaces – and find out what actually connects with their audience.
This means they no longer have to guess or overproduce – they can create exactly what’s in demand. For regional brands, it’s a practical way to cut costs, respond faster to market changes and make smarter moves – even on a limited budget.
