Superfakes, GlamAI, Polyester-tech
Brands are using tech to fight superfakes, GlamAI's creative contribution, tech's response to polyester recycling.
The rise of “superfakes” forces luxury to upgrade its defenses
A new wave of ultra-realistic counterfeit luxury goods is flooding the market, often indistinguishable from the real thing even to trained eyes. Fashion influencer Jonathan Guo and others have fallen victim, as fakes now replicate not just logos but leather feel, stitching, and even certificates. Resellers like The RealReal are fighting back with advanced tech, including X-ray machines and microscopic imaging, to spot telltale signs in construction and materials.
Why it matters: As prices soar and consumer attitudes shift, the fake-versus-real divide is blurring, putting pressure on brands to protect authenticity in an increasingly sophisticated grey market.
GlamAI is redefining fashion's visual identity with AI styling
GlamAI, an emerging AI fashion platform, is helping users generate personalized outfits and moodboards using visual prompts and algorithmic styling. By analyzing everything from colours to textures, it creates curated looks tailored to individual preferences, merging technology with taste.
Why it matters: As digital aesthetics drive shopping behaviour, tools like GlamAI are shaping a new kind of style authority, where algorithms act as creative collaborators, not just recommendation engines.
Harpers BAZAAR
Tech startups tackling polyester’s recycling problem
As polyester remains fashion’s most used - and least recycled - material, a wave of tech startups is racing to crack the challenge of closing its loop. Companies like Worn Again, Carbios, and Circ are pioneering chemical recycling methods that break polyester down to its raw components for reuse, offering a potential alternative to virgin plastic.
Why it matters: With brands under pressure to deliver on circularity promises, scalable polyester recycling could be a game-changer in cutting fashion’s plastic footprint.
Elsa Wenzel