How AI and Tradition Are Transforming Men’s Fashion Design
French artistic director and menswear designer Thomas Delamare, also known as Steez, shares how artificial intelligence (AI) has transformed his creative process and how this cutting-edge technology is set to revolutionise the fashion industry in the coming years.
From Paris to the Global Stage: A Designer’s Journey
After graduating from a prestigious fashion school in Paris, Thomas taught himself to master emerging visual creation tools. While staying true to traditional methods like hand-drawing, he now combines his craftsmanship with AI tools to fulfil client demands in the fashion industry and recently as a wardrobe designer for cinema. He is currently working on a groundbreaking AI-generated clothing collection, set to debut at the Paris Fashion Week Men’s in summer 2025.
How AI Tools Empower Designers
Since the release of the first AI software tools in 2022, Thomas Delamare has been experimenting with innovative technologies to reshape his professional work. His toolkit includes:
- MidJourney for image creation,
- Kling with its advanced try-on feature,
- Wand, an app that designs garments and realistically renders them on models, and
- Meshi, a revolutionary 3D product modelling software.
These tools have allowed him to create faster, achieve unparalleled quality, and reduce team sizes without compromising creativity.
An International Career with a Unique Vision
Thomas Delamare has brought his French fashion expertise to brands worldwide. After working in Paris, he expanded his career to Shanghai, New York, and Germany, where he collaborated with Puma’s global creative team to design football jerseys for top-tier clubs. These international experiences have enriched his vision while preserving his distinctive creative style.
AI and the Future of Fashion
Thomas Delamare is at the forefront of the AI revolution in fashion, pushing boundaries in storytelling, product design, and production efficiency. His expertise has recently led a prominent French brand to partner with him for an AI-powered advertising campaign.
Beyond design and production, AI is reshaping fashion marketing. In April 2023, Jacquemus made headlines with a viral video featuring a larger-than-life bag rolling through the streets of Paris. Other luxury brands, including Loewe, Gucci, and Nike, have since embraced AI to create bold and innovative campaigns.
Transforming Fashion with AI
Thomas Delamare aims to redefine fashion by adapting to this new technological era. From model selection to set design, wardrobe choices, and marketing strategies, AI has redefined every aspect of the industry. For independent creatives, it levels the playing field, combining technical prowess with bold creativity.
As the fashion world evolves, AI tools may soon lead to recognition for AI-powered fashion designers, such as awards like the LVMH Prize for Young Designers. Until then, all eyes are on summer 2025, when Thomas Delamare will reveal his groundbreaking collection.
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