Translated by

Nicola Mira


Oct 26, 2023

Creator Studio, an on-demand fabric printing platform owned by the H&M group, has launched a solution enabling end consumers to create AI-generated graphics. A new development for the company, which was set up at the end of 2021 in Stockholm by the Swedish apparel giant and, though mainly targeted at the merchandising industry (artists, labels, licenses, etc.), is also open to private clients.

Creator Studio

The service gives users the chance to create graphics and illustrations using generative AI, and to print them on merchandise available in a variety of predefined styles. According to Creator Studio, the new tool makes it possible to “generate customised artworks in just a few steps.” The images are then printed using water-based inks on the items included in the range of men’s, women’s and children’s clothes and accessories (100% made with organic cotton or recycled polyester) offered by the company.

The Creator Studio interface asks users to describe the graphics they want, to then print them on a garment – Capture écran

“Our mission at Creator Studio is to empower and enable any Creator to express themselves through merch. Finding new ways to reduce any obstacles for our customers to create content is what we relentlessly explore, and integrating a seamless AI artwork-creation tool is a natural step for us to take on this journey,” said Dinesh Nayar, managing director of Creator Studio, in a press release. The start-up is leveraging H&M’s supply chain and fulfilment firepower.

The Swedish giant, which also owns the COS, Monki, and & Other Stories labels, is already tapping AI tools to better assess its sourcing solutions and analyse sales data, among others, in order to optimise decisions.

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