Adore Me’s New AI Tool Lets Shoppers Design Their Own Bra and Panty Set
● Adore Me's new AM by You tool turns shoppers into designers, with AI that can create personalized bralettes and panties.
Anyone can be a lingerie designer now with “AM by You,” a new artificial intelligence platform released Thursday by intimates brand Adore Me that lets customers create their own personalized bralette and panty set.
The generative AI tool takes cues from consumers' prompts, turning descriptions of two words or more into new looks for a stock set of soft foundation garments. Shoppers can also add a personalized message to the elastic bands. Once the design is complete, the file goes to Prompt.ly for sustainable printing. The sets cost $54.95.
Adore Me, the tech-forward Victoria's Secret-owned brand known for its wide range of sizes and styles, custom-trained the image generation models in this proprietary process.
“When the user generates a prompt, it's translated into what we call a fashion print,” Ranjan Roy, vice president of strategy at Adore Me, told WWD. “We custom-trained stable diffusion models around translating prompts into something that will look good on the actual canvas on the bra and panty set that it's printed on.” Stable diffusion is a generative AI model capable of creating sophisticated images based on text prompts.
The visual styles range from graphic to abstract to watercolor, producing a few original options to choose from per category.
The notion of printing on fabric might conjure bad memories of faded silkscreened T-shirts or heat-sealed photo renderings centered on tank tops that peel after a few washes. But fear not, said Roy — this is a different category of design and printing altogether.
“The idea really is unlike some other tools that are out there, [in which] you create a Dall-E or Midjourney-style image, and it prints a square on a shirt or a bag,” he continued. “Our customer will actually be able to translate an idea in their head into an actual fashion product that gets printed.”
He explained that the printing process is of high quality and covers the entire item. It's also said to be eco-friendly.
AM by You owes its green cred to Prompt.ly, the digital printing business from manufacturer MAS, which enables the on-demand printing. This sort of proposition obviates over-runs and waste. Prompt.ly's technology also uses 99 percent less water than traditional printing.
Adore Me said it navigated another fraught area — intellectual property — by building content moderation into the process. For instance, the tool blocks offensive material and refuses to copy another brand's intellectual property or signature designs. To ensure no problems slip through the cracks, designs are checked by human beings, who functionally act as inspectors to monitor the outputs. So forget studding Adore Me bras with Chanel logos or bathing the sets in Pucci prints. If prompts include a known label, an alert pops up with an error message: “The text contains a fashion brand name,” the company said.
Adore Me said it feels encouraged by early signals from AM by You's pilot phase. Apparently testers viewed the tech as both a tool and a creative outlet. Seventy percent generated more than one prompt, with an average of 5.4 prompts per session. Average session time lasted over four minutes, “exceeding the industry benchmark of 12 seconds,” according to the company, which suggests active engagement.
Indeed, Adore Me has already delivered more than 1,000 sets of AI-customized product ahead of launch. This period has provided invaluable, not just due to the sales, but because of what the company learned along the way.
“We asked, ‘Are you experienced with generative AI?', and for the vast majority, no one had even used [genAI] imagery and tools before,” explained Roy. “Some people had used ChatGPT. But for us, to capture that initial magical moment that people first use image generative AI is one of the most exciting parts.
“And then to bring it into physical reality and have them receive something at their door is an even bigger extension of that.”