New Look brings AI into design process

The new partnership, with AI visualisation platform Fermat, will provide New Look’s buying and design teams with access to AI-powered tools that allow designers to create virtual product renders, test design iterations and explore different prints, colourways and styling options before physical samples are produced.

The technology is designed to reduce reliance on traditional sampling processes, helping the retailer bring products to market faster, while giving designers more scope to experiment with new ideas.

The move forms part of New Look’s £30m investment in data, AI and technology, announced in April 2025 under chief information officer Lynda Petherick, as it aims to double online orders to £1bn by 2030.

Insights from New Look’s loyalty programme, Club New Look, are also helping shape its approach. Launched last October, the scheme surpassed one million members in February 2026.

New Look said combining customer data, creative expertise and AI tools would help strengthen the link between initial product concepts and final customer demand.

The partnership comes as fashion retailers including AllSaints, Frasers Group and Zalando continue to explore AI applications across design, merchandising and customer experience, with technology increasingly being used to improve speed, efficiency and product relevance.

New Look creative director Anica Wislawski said the platform would allow designers to “bring ideas to life faster, explore more creative possibilities and refine products through multiple iterations before they reach the customer”.

She added that the technology would allow teams to reinvest time into understanding customers, identifying future trends and creating products that align with how shoppers want to wear and style them.