H&M Group integrates AI for first time with custom clothing creation tool

Creator Studio, H&M Group’s global, on-demand printing service for the modern merchandising industry, today announces the launch of the Group’s first application of AI: a generative AI-powered clothing creation tool.

Launched in 2021, Creator Studio’s proprietary tech offers its creators – including artists, labels, licensees, and members of the public – a qualitative end-to-end solution for bespoke clothing printing and fulfilment.

The text-to image merch creation tool is a new AI-based tool that uses AI to convert written prompts into mocked up apparel printed with custom visual art in a variety preset styles. This can then be sold or purchased instantly and is fulfilled fast and sustainably through H&M Group’s global printing and logistics infrastructure.

Dinesh Nayar, managing director of Creator Studio, comments: “Our mission at Creator Studio is to empower and enable any Creator to express themselves through merch. Finding new ways to reduce any obstacles for our customers to create content is what we relentlessly explore and integrating a seamless AI artwork creation tool is a natural step for us to take on this journey.”

All AI-generated artwork is printed on Creator Studio’s dedicated clothing range, True Blanks, which offers a constantly growing selection of designs across men’s, women’s, and children’s clothing, and accessories.

True Blanks clothing is made of recycled polyester or 100% organic cotton. All True Blanks garments are the result of rigorous R&D processes to optimise them for best-in-class quality printing results. Digital printing directly to garments produces detailed, intricate designs with extreme clarity using water-based inks. This is less harmful for the environment than screen printing.