New Look Adopts AI Tools to Accelerate Design Innovation

Through a new collaboration with AI visualisation platform Fermat, New Look’s buying and design teams will gain access to AI-powered tools that enable designers to generate virtual product renders, evaluate design iterations, and examine various prints, colourways, and styling options prior to producing physical samples.

Designed to diminish dependence on conventional sampling, the technology accelerates time‑to‑market for the retailer while granting designers greater freedom to experiment with innovative concepts.

This initiative represents one element of New Look’s £30 million investment in data, AI, and technology, unveiled in April 2025 under Chief Information Officer Lynda Petherick, as the company targets a doubling of online orders to £1 billion by 2030.

Insights gleaned from New Look’s loyalty programme, Club New Look, further inform this approach. Launched last October, the scheme surpassed one million members by February 2026.

New Look emphasized that integrating customer data, creative expertise, and AI tools will enhance the alignment between initial product concepts and actual customer demand.

The partnership arrives amid a broader trend of fashion retailers—such as AllSaints, Frasers Group, and Zalando—adopting AI across design, merchandising, and customer experience to boost speed, efficiency, and product relevance.

New Look Creative Director Anica Wislawski noted that the platform would enable designers to translate ideas into reality more quickly, explore expanded creative possibilities, and refine products through successive iterations before they reach customers.

She added that the technology would free teams to devote more time to understanding customers, spotting future trends, and crafting products that resonate with how shoppers wish to wear and style them.

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