The Fabricant CTO Marco Marchesi sounds off on AI: advanced technology will never replace fashion designers

No matter how sophisticated AI tools become, the fashion industry will always need designers. So says Marco Marchesi, CTO at digital fashion house The Fabricant.

In a LinkedIn post, he said: “Fashion is not just a mechanical process, it’s a deep diving into identity and culture that machines can only try to mimic. Despite the bold claims flooding your social feeds, AI tools won't create the next Balenciaga.”

“What looks stunning in an AI generated image or video lacks what truly makes a brand: three stripes won't make adidas, parakeet green won't make Bottega Veneta, the swoosh won't make Nike. You know what I mean.”

Nonetheless, the technology has a vital role to play

Marchesi added: “That's precisely why I rarely post what we can create with our Intelligent Tools. I'm not a fashion designer and our technology won't transform me into the next Alexander McQueen, but it will liberate existing and future visionaries from tedious burdens so they can focus on what fashion truly is.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.