United KingdomRetail and e-commerce2026 – ongoingASOS
Generative AI for fashion design visuals with Fermat
ASOS trained more than 100 designers in generative AI and reported a 75-80% average time saving in design work
Problem
Fashion design at ASOS relied on weeks of back and forth and manual iterations between designers and suppliers. The company wanted designers to reach strong concepts faster and get first samples right more often.
Approach
ASOS partnered with Fermat to train its designers in generative AI. Designers turn rough sketches into realistic images within seconds, test colour and fabric variations, and show garments on virtual models. The visuals are also used to explain ideas to suppliers.
Results
Takeaway
ASOS tied the time saving to specific design steps and to clearer briefs for suppliers. The 75-80% figure is an average the company reported itself, without describing how it was measured.
Categories
- Industry
- Retail and e-commerce
- Business function
- Production and quality
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Vendor solution
- Evidence
- Company's own claim
Sources
Source summaries
ASOS announced a partnership with Fermat to train its designers in generative AI. The release describes sketch-to-image tools, colour and fabric variations and virtual models. ASOS reported more than 100 designers trained and an average 75 to 80 percent time saving across key design processes.
Full details are in the original sources.
