#3 How Generative AI Is Transforming the Way Fashion Creates with Julius Harling (Graswald AI)

Fashion imagery is entering a new phase, one where AI doesn’t just edit photos, it creates them. Graswald AI, founded by Julius Harling, builds a digital photo studio that lets brands generate lifelike product images and campaign visuals without physical shoots. Using proprietary generative models trained on synthetic data, Graswald can dress virtual avatars in real garments with pixel-accurate fidelity to fabric, texture, and fit.In this episode, Julius explains how their multi-model system works: from training AI on structured garment data to creating consistent lighting and brand-specific aesthetics. We discuss how digital avatars are designed with real emotional expression, why brands are demanding exclusive AI models that reflect their casting choices, and how synthetic data pipelines enable scale without copyright risks.The conversation also unpacks the economics behind this shift: Why photo production costs can drop by more than 90%, how AI lets creative teams test ideas that were previously too expensive to shoot, and what this means for supply chains, sustainability, and time-to-market.We close on the bigger picture: the convergence of multimodal foundation models, falling inference costs, and the rise of context-aware AI systems that will make content generation as fluid as sketching an idea.If the past decade digitized retail, this one is about digitizing creation itself.

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