---
title: Generative design that creatives can trust
slug: genai-fashion
summary: A GenAI tool for one of APAC's longest-running luxury brands that turns market performance into next-season concepts, keeping expert judgement at the centre of every critical decision.
url: https://charlieholland.com/#work/genai-fashion
---

# Generative design that creatives can trust

**Client:** Luxury Fashion, APAC · **Role:** Lead Product Designer · **Year:** 2024 to 2025 · **Stack:** React, TypeScript, Next.js.

Designed and tested a GenAI tool for one of APAC's longest-running luxury brands, helping designers turn market performance into next-season concepts by sketch, image or prompt. Kept expert judgement at the centre of every critical decision.

**Challenge.** One of APAC's longest-running luxury brands needed GenAI tooling that designers would actually adopt. Anything that flattened creative judgement was a non-starter.

**Approach.** Designed and tested a tool that turns market performance into next-season concepts by sketch, image or prompt, keeping expert judgement at the centre of every critical decision.

**Result.** An estimated 3 to 7% gross profit uplift and a 70% faster merchandise review process (estimated).

**Walkthrough.** The case study includes a filmed demo: a sketched brief becomes a generated bag, then recoloured and reshaped on the live 3D model.