Generated imagery and copy are cheap to make and expensive to get wrong. The garment on the page has to be the garment in the parcel, and the label facts have to come from the specification, not the model.
AI fashion photography uses image models to place a real product on a model, a mannequin or a scene, from flat lays or ghost-mannequin shots, without a full studio day for every colourway. AI product descriptions do the same for copy and attributes. Both are useful, and both fail in the same way: a model that improves the garment, by smoothing a fabric, changing a drape or inventing a detail, is producing a return.
So we design for fidelity first. The source photograph of the approved sample is the reference; generated images are checked against it for colour, print placement and construction details before a person approves them. Copy is written from the PIM or PLM record, and the facts that end up on a care label (fibre composition under the Textile Labelling Regulation (EU) 1007/2011, care symbols, origin) are copied from the specification, never generated.
Environmental wording gets the same treatment. Under the Empowering Consumers Directive (EU) 2024/825, generic claims such as eco-friendly are restricted unless backed by recognised performance evidence, so the system will only use sustainability language you have approved with its substantiation attached.
photo and product record
imagery · copy · attributes
colour, detail, label facts
per style, per market
PIM, storefront, feeds
drift from the real garment
Yes. Image models can place a garment photographed flat or on a mannequin onto a generated model, in different sizes and settings. The risk is that the model alters the garment, its colour, drape or details, which leads to returns. We build the check against the source photograph into the pipeline and keep a person approving each image before it is published.
Often, and the rules are tightening. The EU AI Act includes transparency duties for synthetic and manipulated images, consumer law prohibits misleading presentation, and some platforms have their own labelling rules. We record which assets are generated and support whatever disclosure you choose; deciding what your obligations are is a determination for you and your advisers.
By not letting the model supply facts. Fibre composition, care, origin, dimensions and sustainability claims are copied from the product record and checked, and the model writes only the descriptive language around them. If a fact is missing from the record, the listing is held rather than completed by a guess.
What we built, what stage it is at, and a link to the live thing wherever there is one.
yourOS is an operating system with an AI at its heart. You talk to it like a person, out loud or typed. It makes your calls, plans your days and works on your projects with a crew of agents, on your own private server. Our own product, built from the first commit; the waitlist is open.
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Live at coherence.com: brand identity generated with AI agents we directed, the motion system and website for the group behind Sonora, AboutAI, WakeUp and MudShadows. Agent work remains in build.
Live at domainbooth.com for DomainBooth, a premium domain brokerage: a new animated mark, every page redesigned and rebuilt with designed mobile layouts, and a custom CMS for its sales record, featured names, press and enquiries.
We start with one category and your current returns reasons, and build the checks where content has gone wrong before.
30-minute technical call · no deck