Fashion's AIEVOLUTION

Vogue Singapore speaks to the founders of Maison Meta, the pioneering generative AI agency, about how this technology is pushing creative boundaries and what's next for fashion in the digital age.

- NURUL FIRDOUSEE

A new era of technology is upon us. Generative artificial intelligence, also known as GenAI, has been making waves in the tech world. Just as we thought we’d seen it all with AI and its ever-expanding tools, it has now emerged as the launchpad of what feels like an entirely new playing field. Particularly in recent years, AI has seen rapid growth, with its use extending across a diverse array of fields. One massive sector that has felt the impact of this technological revolution? The fashion industry.

From enhancing consumer experiences to predicting trends, AI’s role in the space is constantly evolving. Its latest venture dives into the creative process with tools that can now be harnessed for design and production operations. Not to mention the advantages it offers in terms of efficiency and cost: projects that once required a large team can now be executed with fewer resources, saving both manpower and money. Another notable factor is its ability to ‘make the impossible possible’, pushing creative boundaries by generating images and concepts that were previously unimaginable.

Enter Maison Meta, the world’s first GenAI agency. Founded by Cyril Foiret and Nima Abbasi, the venture encompasses everything from creative consulting and GenAI campaigns to research and development, as well as conducting training and workshops. The two founders come from contrasting backgrounds. Foiret began his career as a wardrobe stylist before creating Trendland, an online platform covering trends in fashion, art, photography, design and culture. Abassi, on the other hand, started as a lawyer and later transitioned to management consulting. Having met during the rise of social media, they decided to combine their expertise for this innovative venture. Their union has proven to be a major asset, with Foiret bringing a creative edge and Abassi focusing on business strategy.