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Managing Editor VERA ARTEMYEVA Acting Writer and Researcher SARA VOLPI Acting Copy Editor MOLLY BRIND’AMOUR Graphic Design MADELINE STONE Cover Photography CIRO CENNAMO Illustration ELISA DI LEO, MADELINE STONE Collaborators VITTORIA KIDANE, RAFAELA PONS, GAÉTANE AUFFRET WEARME FASHION ® Publishing MOMENTFACE s.r.o. Zvěřinova 3413/14, 130 00, Prague, Czechia – Tel: +420 608 099 970, +39 392 349 5254 pr@wearme.fashion IČO 01900030, DIČ CZ01900030 Issued: November 2018 – Registration: MK ČR E 22701 - ISSN 2533-5618
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’ s r o t i d E Lette r
The rise of individual designers is shaping a fresh, eco-conscious market built on innovative and sustainable practices, and yet broad-based results are still to be seen. Who among these individuals can become so distinctive and, at the same time, so disruptive, to influence today’s fashion scene, both locally and globally? In an era of widespread massification, we see individuality, selfexpression and freedom of choice regain indisputable importance. These creatives can’t turn back time and change the history of fashion as we know it. But being part of the system today, and acting within it, can positively impact it and influence its future. Extreme creativity and passion for healthy fashion can overcome the limits imposed by markets’ size, even limited availability of resources. These millennial designers are driven to experiment, learn and introduce new opportunities to innovate the fashion system at their own level. Does the market’s size really matter for their success? No doubt it does, but there’s much more at stake. In this issue we introduce several designers from Czech Republic and Slovakia who share their stories and experiences. They discuss their perspectives regarding the aspects of sustainability available within those small fashion markets, stressing challenges as well as successes. What we took from these encounters is that we should give credit to their unique work of creativity. Their fashion design is made to enrich worldwide customers with pieces that bring unique and out-of-theordinary looks to their wardrobes. Step by step, a new road has been paved. Now we just need to take the journey.
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ALL EYES ON L A I C I F I ART E C N E G I L L E T IN S H E R R Y S O L I M A N , CO-FOUNDER OF THE CHOISI PLATFORM, OPENS UP ON WHAT BENEFITS AI CAN BRING TO INDIVIDUAL DESIGNERS AND BRANDS IN TODAY’S INTERVIEW: SARA VOLPI, TEXT: VITTORIA KIDANE, SARA VOLPI, EDITOR: MOLLY BRIND’AMOUR, PHOTO COURTESY OF CHOISI
DIGITAL WORLD
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W
ith endless labels, styles, high streets
shopping online a way smoother, successful experience
and websites, finding the fashion we’re
for both parts, customers and producers,” Soliman
looking for seems more and more
added.
challenging. Fashion is a hectic industry where supply
The outcome will be a buying history where newly
and demand move fast, and it can be difficult for both
added items will match with specific people who
brands and customers to find their place. The truth is,
would be most interested in them. At the same time,
it’s not always easy for designers to reach their desired
designers and brands can benefit from direct feedback
clientele, and it’s not always easy for customers to know
about their collections. This way, analytics provide the
where to find clothes to match their taste.
necessary data insights for designers to get a deeper
Choisi is a brand-new fashion platform, operating with
understanding of their core customers and market
visual AI and machine learning technologies, aiming
segments. Ultimately, the insights can allow them to
to promote innovation and originality. Choisi is setting
predict trends and figure out what is and isn’t working,
itself as a meeting point for independent designers
so that they can define their future collections or adjust
and customers who want to find a different, unusual
their inventory. Well-established companies are not
By storing what you’ve been looking at in the past,
“AI helps new brands and independent designers get the exposure they deserve.”
based on your browsing history or fashion-related
the only ones to create high-quality, unique garments,
activities on social media, AI can show you choices
and artificial intelligence can recognize that. This way,
tailored to your personal taste.
people are given the possibility to build a different,
“It’s like being recognized by products,” Soliman
more original wardrobe that includes popular brands
explained. “We reach them in half of the time it would
as well as smaller, independent labels, giving clients a
normally take, and what we are going to look at, it’s not
unique look that sets them apart from the masses.
a casual item, but something that’s been specifically
“That’s what we’re hoping to do with our AI,” Soliman
picked for us based on our taste. It’s like having a
said, “start introducing people to some of these
personal stylist who knows what would suit us and
designers that they just couldn’t discover on their own,
shows us all the options.”
and really show them the uniqueness and the high-
Since products are filtered down according to features
quality items these designers have...”
and style, and not a brand’s popularity, designers
According to Choisi research, the U.S. market is
benefit too. The algorithm works to find items that
currently the most open to AI personalization services.
will match our personal preferences, going beyond
Saving time and increasing efficiency are seen as very
common knowledge. This way, AI helps new brands and
important factors in online shopping in America, so
independent designers get the exposure they deserve.
it makes sense for Choisi to invest in technology for
Moreover, once potential customers acknowledge these
this market first. Their next mission is to explore the
creators and their unique items, it will increase their
Chinese market, as it hasn’t adopted AI in fashion yet,
chances of making a sale.
and is still not as familiar with the unique lure of niche
“AI combined with machine learning really makes
and independent brands.
selection. By turning to artificial intelligence that stores data, websites can create bespoke shopping experiences based on previous online activities, helping designers get feedback from customers to better inform their business decisions. “Their main job is to extract infos from images to cut down the time of a search and present people’s preferences right away,” explained Soliman.
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A BIG OPPORTUNITY SLOVAKIAN BRAND I S A D O R E DISCOVERS ITS SUCCESS IN THE GROWING GLOBAL CYCLING MARKET
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