New Look has announced a new partnership with AI design platform Fermat as part of its ongoing digital transformation strategy, giving its Buying and Design teams access to AI-powered tools designed to accelerate product development.
Fermat is a generative AI platform built specifically for fashion brands, enabling designers to create virtual product renders, explore multiple design iterations and experiment with different styling options before physical samples are produced. By digitising more of the design process, the platform aims to help retailers move faster while reducing waste and improving efficiency.
Through the partnership, New Look will be able to use the technology to create virtual product renders, test multiple design concepts and explore different styling options. The retailer said the technology will also reduce traditional sampling processes, supporting a more efficient and sustainable approach to product development.
The move reflects a growing trend across the fashion industry as retailers increasingly adopt AI to streamline design and merchandising workflows. Rather than replacing creative teams, these tools are being used to remove repetitive tasks, speed up product development and allow designers to focus on customer insight and innovation.
Anica Wislawski, Creative Director at New Look, said:
“Creativity has always been at the heart of New Look. It’s what helps us create distinctive products that resonate with our customers and keeps them coming back season after season.
“Fermat not only gives our designers the freedom to bring ideas to life faster but also allows us to remove time from parts of the design process and reinvest it where human creativity matters most: understanding our customer, identifying what they’ll want next and thinking about how they’ll wear and style it.”
