In a striking fusion of fashion and technology, the luxury brand Monse has teamed up with Intel to launch the Intel Experience Store in New York. This collaboration was marked by a fashion show held on a recent Wednesday night, where co-creative directors Fernando Garcia and Laura Kim showcased Monse’s latest styles alongside an AI-generated video backdrop. The event took place at 1251 Sixth Avenue, directly across from Rockefeller Center, and will remain open until November 30.
The partnership aims to illustrate how art, design, and innovation can coexist and inspire one another. Garcia expressed excitement about the potential for future collaborations in the tech sector, stating, “Monse’s rebirthing and expanding itself, thanks to Intel.” The designers envision this alliance as a springboard into new creative territories, especially since many of their customers are involved in the technology industry.
During the runway show, attendees were not just treated to the latest Monse fashions but were also captivated by a video crafted using AI PCs powered by Intel. This AI-generated footage melded the works of renowned artists like Pablo Picasso and Jean-Michel Basquiat with iconic New York City landscapes, reflecting the creative ethos of Monse. Garcia noted, “It was fun to portray our favorite artists through their lens as the backdrop of our show.”
Intel’s involvement has allowed Monse to enhance their narrative through imagery, helping customers better understand the brand’s essence. Garcia remarked, “It’s a beautiful new tool that we are excited to work with.” The duo are not just content with exploring fashion; they are open to other industries such as interiors and hospitality, while emphasizing that they will retain creative control. Kim added, “There is a part that AI can help. But there is that emotional part of my job that I enjoy and that still has to come from us.”
This sentiment was echoed by Chow, Monse’s CEO, who previously worked for the investment fund Battery Ventures. In her view, while AI can assist in selling clothes, the luxury fashion industry will always derive its essence from human taste and emotional connection. “We’re showing firsthand how AI technology has the potential to enable better everyday experiences for all of us,” said Brett Hannath, Intel’s chief marketing officer, further emphasizing the collaborative potential of this partnership.
The intersection of fashion and AI has seen various applications recently. For instance, Ralph Lauren has introduced an AI-powered shopping tool called “Ask Ralph,” while Alexander Wang utilized AI to create a backdrop for his runway show during New York Fashion Week. This ongoing dialogue within the industry raises important questions about technology’s role in creativity and design.
As they transition from their roles at Oscar de la Renta, where they will continue working for a few months, Garcia and Kim are focusing on the future of Monse. They are exploring conversations with potential investors to support the brand’s next steps. “If you’re not nervous or challenged, you’re not innovating,” Garcia stated, highlighting their commitment to ongoing creativity and exploration.
The collaboration with Intel not only enhances Monse’s creative toolkit but also opens avenues to new customer bases and markets. As they navigate this uncharted territory, Garcia emphasizes the importance of maintaining a human touch in their designs, reminding us that while AI can support their work, it cannot replace the emotional essence that defines luxury fashion.
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