Articles by Esmee Blaazer
Esmée Blaazer (1988) studied Fashion Management at TMO European Business School and has worked at FashionUnited since 2009. Over the years, she has held various editorial roles. As Project Manager, she now writes background stories, explaining matters and processes of the fashion industry to newcomers in the sector and students. Topics that are regularly discussed are the future of fashion, sustainability, circularity and legislation. Esmée is also involved in exploring the use of artificial intelligence (AI) in the newsroom.
Future Snoops: “What if the real threat isn’t AI taking over, but us stepping back?”
Efficiency over imagination “AI is not slowing down, it’s not going anywhere,” said Emma Grace Bailey, Director of Sustainability at Future Snoops during the recent Active Creation in the Age of AI webinar. “It’s projected to add between 150 and 275 billion dollars to the apparel, fashion and luxury sectors by 2028, which is only three years...
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AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey
Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...
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Toteme opens second London Store on Sloane Street
Swedish luxury brand Toteme opened it seconden London store on Sloane Straat in Knightsbridge. The new boutique, which opened on October 16, 2025, follows the brand’s Mount Street flagship and strengthens its presence in the British capital. The space is divided into three sections: a front room for leather goods and ready-to-wear, a central...
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AI is redefining product discovery and turning the product page into fashion’s new front door
Retailers must make their product data “speak human” “[To feed AI systems effectively] retailers must make their product data speak human,” Annie Haas, Chief Delivery Officer at Stylitics, said at Alvanon’s Tech Fest 2025 panel ‘Retail Rewired: AI, Data, and the Customer Experience’ that took place last week. Stylitics is a New York based...
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Zalando introduces AI-driven discovery feed in 16 more countries
Berlin-based online retailer Zalando SE is expanding its AI-driven discovery feed to 16 additional markets. The e-commerce company also announced the introduction of new public customer profiles in all its active countries in a press release on Wednesday. The personalised feed presents users with clothing, brands and content that align with...
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Spotted on the catwalk: The WGSN spring/summer 2027 colours
From eye-catching royal blue and bold orange to softer shades like lilac pink, light green-infused khaki, and earthy brown with a subtle pink hue — WGSN’s and Coloro’ s spring/summer 2027 colour palette is already making waves on the catwalks. The five trend-defining trend tones, selected in collaboration with Coloro, are being embraced by...
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Hun Kim, creative director at Karl Lagerfeld: “AI is no longer an experiment, it’s a necessity”
Redesigning the workflow “When I first began as a designer, the process was always the same,” Hun Kim, creative director at Karl Lagerfeld, explained during his talk at the online Alvanon 3D Tech Fest last week, where he shared how Karl Lagerfeld has welcomed AI into its design process. “We sketched ideas, chose fabrics, made technical drawings,...
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AI in fashion: How Otrium uses AI for robotics and content creation
AI is rapidly conquering the fashion industry. While one company waits, another leads the way. Outlet platform Otrium uses artificial intelligence both behind the scenes in the warehouse and at the forefront with generative AI content. Co-founder Milan Daniels explains how this makes the company faster, smarter, and more customer-focused. He...
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Spotted on the catwalk: SS26 trends according to Heuritech
Parisian AI fashion forecasting company Heuritech analyses millions of social media images to predict which styles, colours and fabrics will dominate the coming seasons. For spring/summer 2026, the agency identified ten notable trends. FashionUnited highlights a few of them with the help of catwalk looks. Purple as trend colour and Creamy Yellow...
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G-Star rolls out secondhand programme Rewear to Belgium, Germany and France
Denim label G-Star is expanding its online secondhand platform, Rewear, to Belgium, Germany and France. Through the platform, customers can buy and sell secondhand G-Star clothing. The service is part of the brand's Repair–Rewear–Recycle strategy, which aims to make clothing last longer or give it a second life. “Our designs are made to last, so...
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