As someone who feels very strongly about preserving human creativity, discussing AI on this platform is not something I ever planned to do. Frankly, I find it terrifying the speed at which AI is infiltrating our lives, and I would be more than happy to never hear the phrase “let me ask ChatGPT” again. And while I admit that it absolutely has its benefits, using AI to replace human creativity, in any industry, is not something I can get on board with.
Which is why a recent report by WGSN on ‘Human craft vs AI fashion’ caught my eye. The report outlines the anti-AI fashion trend as a movement. Citing that brands are subtly rejecting AI and putting an increasing emphasis on visible craft and imperfections. It is a way of showcasing the importance of human touch and celebrating work made by people. This is not about brands speaking out and condemning the use of AI in creative fields (though this would be welcomed), but about design trends that show a quiet rejection. According to WGSN, this rejection “taps into a growing desire for honesty, individuality and emotional connection” that you just don’t get with AI.
So, while after each and every fashion season, there are many trends that emerge from the runways, it’s perhaps the current ‘renaissance of real’ trend (as coined by WGSN) that is the most important.
Read on for the ways the fashion industry is subtly rejecting AI.
Embracing Imperfections and Showing Wearability
Throughout the fall/winter 2026 runways, we have seen an increase in imperfections in garments – and it is completely intentional. Imperfections have become a deliberate and strategic design choice for many fashion houses, which could signal a rejection of AI. Because while AI may be glossy and flawless, it is also entirely inhuman. Instead, we are seeing pieces that already look like they have stood the test of time – raw-cut hems, distressed finishes, loose stitching, visible construction lines that indicate a human hand, and prove authenticity. These are designs that feel lived in and have personality.
“AI leads to overly polished imagery, leading to distrust among consumers,” says Sana Chopra, founder of Mrs G, “we’re seeing customers increasingly choose what feels real and authentic over what looks too perfect to be true.”
For Fall 2026, Prada presented a 60-look collection on 15 models. Each look appeared four times, yet was proposed in a different way. Showing intentional abrasions or the removal of layers as a manifestation of how clothes are truly worn in daily life.
Tactile Finishes
There has been a huge resurgence of tactical finishes recently. In a digital-first age, physical touch is more important than ever, and designers are responding with garments crafted with texture – whether in fringe, feather, or fur. These are the kind of clothes you physically can’t help but want to touch. Louise Trotter’s Bottega Veneta is a prime example, whose latest collection for FW26 was dedicated to ‘the wondrous collaboration between the heart, the mind, and the hand.’ The collection saw statement coats made from fiberglass and fur-like sweaters. Matthieu Blazy is another champion of tactile finishes. After his time at Bottega, he is now at the helm of Chanel, where tangible craft is once again a priority. These are clothes that are in constant motion – dancing, fluttering, and very much alive.
Unique Designs
In a market flooded with sameness, the increasing use of AI-generated images and designs are generic and, frankly, uninteresting. Fashion is about reinvention, giving past trends a modern twist to make them feel fresh and exciting – so who wants to see the same regurgitated ideas driven by a computer? It will, and has, gotten boring pretty quickly. Many designers are turning to avant-garde designs with sculptural silhouettes or bold prints that showcase human expression and creativity.
Staying Recognisable
Designers are continuing to stay true to their house codes, reflecting a preference for recognition and trust. Consumers know what they are getting when they buy tweed from Chanel, a trench coat from Burberry, or cashmere from Max Mara. It is a trust you do not get from AI-generated content, where quality cannot be determined.
Spotlight on Artisanal Craft
Through campaigns and behind-the-scenes content, designers are showing an increased celebration of artisanal craftsmanship and the human hand in a world that seems overly saturated with AI-generated content. Miu Miu’s “Making of Old” project showed the complexity of the research, time, and love that goes into its leather treatment. While brands such as Bottega Veneta, Mulberry, Loewe, and Tod’s have also centered campaigns around handmade craft.
“In many cases, customers respond to anything that feels more human or behind-the-scenes. Content showing the process, the people, or how something is made tends to get stronger engagement,” says fashion entrepreneur Brian Lim, “one practical shift is showing more of the process. Design sketches, production steps, even imperfections. It gives customers more confidence in what they’re buying.”
This push back of AI by the fashion industry gives hope that all is not lost when it comes to human creativity – and hopefully, this is a trend that is only just getting started.