A cyber chat with Rossella Natale an AI Developer working in fashion

Rossella Natale is an AI Developer working mostly with designers interested in technology. At the beginning they are intrigued by this innovative way to develop fashion projects then they get to understand the possibilities AI provides in improving their projects as well as scheduling. Natale encourages them to embrace the technology and discover the endless possibilities that exist. Her desire is to connect different professions so as to become a collective of AI creatives. We cyber sat down for a chat.


DP: In a time when everyone is scrambling for ways to present their collections that are both dynamic and cost effective, how do you see what you are proposing solving their problems?


RN: I think that using this system could help creatives, not only in content’s creation but also in time management. We know how tight schedules have become and for this reason designers dedicate less time to research about patterns,new shapes and volumes, using concepts already present in collective imaginary. This model is helpful in creating new images as a way to see the collection before it is developed. It could become a real archive of their work both for designers and industry that can automatically produce new designs in as short as one hour. Thanks to the Deep Learning models it is possible to work within schedules by making detailed research for their collections.


DP: Does your approach start from the point of design and if yes how do you work with your clients?


RN: Yes. My approach starts from a vision linked to both the Creative Direction as well as the development of the design concepts. My purpose is to create a lasting language which extends over time. When I edit my databases, I personally choose images and content that in my opinion are timeless alongside the latest trends, this leads me to achieve a less ephemeral result.


I think that making choices which can develop over time is important to transmit to a new generation of creatives like me. What I’ve learned over the last few months is that despite the difficulties what is needed is a clear language in our creative vision.


DP: How does AI eliminate fashion pollution and potential landfill problems?


RN:  Machine Learning and its Deep Learning branch allows for learning generated by experience without having been coded previously. This makes this process suitable to the creation of contents as well as to the optimization of production systems, in fact, the AI allows us to speed up the process, reduce errors and therefore reduce waste. Their contribution is visible in terms of production levels and also sales forecasts. AI could help the fashion industry to understand their products and become more sustainable.

With the same process we can analyze various combinations of sustainable textiles, which could help designers to work with a mix for their garments.


Understanding the needs man has and expects from technology is also to design according to demands. One of my values is to seek aesthetics in solutions.


DP: Who are you targeting?

RN: My goal is to reach young creatives who are trying to emerge in the fashion system as well as the established brands that are ready to receive new technology and creative vision.  I think that setting new codes is necessary; technology can help visionaires express themselves. The possibility of generating images varies from the illustration of clothes to images of a non-existent runway, the simulation of silhouettes as well as the  creation of new graphic prints.
The use of AI is not limited to enter the fields of art and fashion simply as a generator but also as a prompter.


DP: Can you take me through the steps that you pitch to potential clients?


RN: I was inspired by the quote from Metropolis “There can be no understanding between the hands and the brain unless the heart acts as mediator”. I believe that AI walks parallel to emotional intelligence so it must always be fed by the human side. AI is not only useful in the creation of content but also plays a part in the planning and marketing strategy. With the use of Deep Learning I can identify the best positions for their products on both online and offline advertising campaigns. I analyze the client’s needs and try to understand his vision and the image he is  looking for. By hand selecting the inputs given to the computer, I can create content that reflects the personal values and the heritage of the creative. Not only does the AI understand the inputs but it also starts to learn the taste and vision of the creator making it a personal incubator of creativity.


The project is quite abstract because my intentions were to obtain images where I could locate new prints, patterns and volumes. The more information provided the more understandable the output.


As a stylist, photographer, art director and graphic designer based in Florence, her editorials have appeared in iD-Italy, VICE, Ted Talks, 33 Magazine. She is Italian fluent in English and Spanish.




Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.