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The Business of Fashion

Technology

Analysis and advice on how technology is disrupting fashion and creating new opportunities.

How to Responsibly Integrate Generative AI into the E-Commerce Value Chain

BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores building the right foundations in a workplace for introducing the next-generation technology. It also examines the legal and ethical frameworks businesses must consider when working with the technology.

How to Responsibly Integrate Generative AI into the E-Commerce Value Chain

BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores building the right foundations in a workplace for introducing the next-generation technology. It also examines the legal and ethical frameworks businesses must consider when working with the technology.

Enhancing the E-Commerce Customer Journey with Generative AI

In 2025, e-commerce retailers are vying for divided consumer attention. BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores how the next generation technology is pushing the frontiers of product delivery and content displays, and enhancing digital shopping experiences along the way.

Enhancing the E-Commerce Customer Journey with Generative AI

In 2025, e-commerce retailers are vying for divided consumer attention. BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores how the next generation technology is pushing the frontiers of product delivery and content displays, and enhancing digital shopping experiences along the way.

The Future of E-Commerce, Powered by Generative AI

BoF’s latest white paper, in partnership with Zalando, unpacks the opportunities in leveraging the next generation technology across the e-commerce value chain, from optimising customer experience and content displays, to understanding legal and ethical frameworks.

The Future of E-Commerce, Powered by Generative AI

BoF’s latest white paper, in partnership with Zalando, unpacks the opportunities in leveraging the next generation technology across the e-commerce value chain, from optimising customer experience and content displays, to understanding legal and ethical frameworks.

Google Illegally Monopolised Some Ad Tech Markets, Judge Rules

A federal judge has ruled that Google illegally monopolised some online advertising technology markets, the latest antitrust setback for the company and a challenge to its main source of revenue.

Google Illegally Monopolised Some Ad Tech Markets, Judge Rules

A federal judge has ruled that Google illegally monopolised some online advertising technology markets, the latest antitrust setback for the company and a challenge to its main source of revenue.

Creative Industries Union and Model Advocates Push Back on AI Models

The backlash against AI models has led to protective legislation for human models, though pro-tech critics still cite issues like AI’s limited use and inability to replicate innovation.

Creative Industries Union and Model Advocates Push Back on AI Models

The backlash against AI models has led to protective legislation for human models, though pro-tech critics still cite issues like AI’s limited use and inability to replicate innovation.

H&M Knows Its AI Models Will Be Controversial

The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.

H&M Knows Its AI Models Will Be Controversial

The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.

Reimagining Customer Connections Through Digital Product Passports

Over breakfast in Milan, Certilogo and BoF gathered executives from Kering, Moncler, Alberta Ferretti, Armani, Missioni, Giuseppe Zanotti and The Attico to discuss the evolving use-cases of the traceability technology driving regulatory frameworks. Now BoF shares key insights from the discussion.

Reimagining Customer Connections Through Digital Product Passports

Over breakfast in Milan, Certilogo and BoF gathered executives from Kering, Moncler, Alberta Ferretti, Armani, Missioni, Giuseppe Zanotti and The Attico to discuss the evolving use-cases of the traceability technology driving regulatory frameworks. Now BoF shares key insights from the discussion.

Meta and Ray-Ban Collaborate With Coperni on New Smartglasses

At its Paris Fashion Week show, Coperni unveiled its version of the Ray-Ban Meta glasses, which have been a surprising success for wearable technology.

Meta and Ray-Ban Collaborate With Coperni on New Smartglasses

At its Paris Fashion Week show, Coperni unveiled its version of the Ray-Ban Meta glasses, which have been a surprising success for wearable technology.

The Fake Fashion Campaigns That Show AI’s Future in Marketing

The AI-generated campaigns, which offer a glimpse of what the future of marketing could look like, have already drawn the attention of brands such as Gucci.

The Fake Fashion Campaigns That Show AI’s Future in Marketing

The AI-generated campaigns, which offer a glimpse of what the future of marketing could look like, have already drawn the attention of brands such as Gucci.

Video Games, Not TikTok, Could Be Fashion’s Gateway to Gen Alpha

For many brands, now is the time to start building awareness with Gen Alpha, which is poised to become a spending powerhouse, and video games may be the best place to start creating those connections.

Video Games, Not TikTok, Could Be Fashion’s Gateway to Gen Alpha

For many brands, now is the time to start building awareness with Gen Alpha, which is poised to become a spending powerhouse, and video games may be the best place to start creating those connections.

Building Competitive Advantage in Customer Care Through AI

BoF and Zendesk gathered executives from Ralph Lauren, Walmart, Michael Kors and Tapestry for an intimate breakfast under the Chatham House Rule to discuss the challenges and opportunities in leveraging AI at key touchpoints in the customer journey.

Building Competitive Advantage in Customer Care Through AI

BoF and Zendesk gathered executives from Ralph Lauren, Walmart, Michael Kors and Tapestry for an intimate breakfast under the Chatham House Rule to discuss the challenges and opportunities in leveraging AI at key touchpoints in the customer journey.

Millions of Luxury Products Have Digital IDs. Is Anyone Using Them?

Brands are attaching the virtual identifiers to their products to comply with upcoming regulations, and see potential side benefits that could make for a better user experience — if they can get customers to notice.

Millions of Luxury Products Have Digital IDs. Is Anyone Using Them?

Brands are attaching the virtual identifiers to their products to comply with upcoming regulations, and see potential side benefits that could make for a better user experience — if they can get customers to notice.

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