AI-Driven Lookbook: Elevating Fashion experience.

In our 'Redefining the Classics' Spring/Summer 2025 lookbook, we combine traditional elegance with advanced technology to reduce our environmental impact and showcase diversity. Using AI technology, we capture fabric details accurately for our customers. ​

The traditional fashion industry relies on photoshoots and physical samples, which are resource-intensive and unsustainable. Online fashion retail struggles to accurately showcase garments, leading to higher return rates. Hockerty used AI to create detailed digital garment representations, reducing material waste and building trust in online purchases.

Hockerty trained specialized large language models (LLMs) to work with its unique designs and integrated them with advanced image-generation AI to achieve this. This ensured that garments were accurately portrayed and represented diversely and inclusively. The result was a visually rich lookbook that stayed true to the brand’s craftsmanship while embracing technological innovation. The initiative successfully met its objectives:

The initiative successfully met its objectives:

Enhanced Customer Experience: The AI-generated visuals provided a more precise and authentic portrayal of garments, leading to higher customer engagement and confidence in purchases.​

Sustainability Benefits: By reducing reliance on physical samples and traditional photoshoots, Hockerty significantly minimized fabric waste and its environmental footprint, aligning with ESG and CSR commitments.

Operational Efficiency: AI integration streamlined content creation, reducing production costs and marketing timelines.

Inclusivity & Representation: The technology allowed for greater diversity in showcasing garments on various body types, strengthening customer connection.

Hockerty’s project aligns with broader industry trends where AI is reshaping digital fashion. Luxury brands like Gucci and Balenciaga have used AI-generated visuals to enhance brand storytelling, while companies like Levi’s and Tommy Hilfiger have employed AI models to promote diversity. Research from McKinsey & Company highlights that AI-driven personalization and visualization can increase online conversion rates and reduce return rates—both crucial for e-commerce fashion brands. Additionally, sustainability reports from the Ellen MacArthur Foundation emphasize the role of digital solutions in reducing waste and streamlining production cycles. By integrating AI into its lookbook, Hockerty builds on these insights, proving that technology can enhance both innovation and responsibility in fashion.

Stakeholders, customers, internal teams, and media outlets have all given positive feedback on the hyper-realistic garment representation and efficiency gains from AI-generated content. Redefining the Classics establishes Hockerty as a leader in AI-driven fashion, showcasing technology's potential to transform creativity, sustainability, and customer experience while setting a new industry benchmark and ensuring long-term business benefits.

Driven by our mission to ‘dress the real you’, Hockerty is leading the way in personalised men's fashion. We are creating a world where fashion is more than clothing; it is an expression of personality. Hockerty breaks the conventions of standard categories and offers personalised clothing that promotes self-confidence and individuality. Each piece is made to the exact measurements and wishes of our customers. With our innovative online configurator, customers can customise their clothing and tailor it to perfectly suit their style.

If you need more information or product testing, please write me at raquel@hockerty.com