---
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, with every critical call left to the designer.
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. Every critical call stayed with the designer.

**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.** I designed and tested a tool that turns market performance into next-season concepts by sketch, image or prompt. Every critical call stayed with the designer.

**Result.** Estimated at a 3 to 7% gross profit uplift and a 70% faster merchandise review process.

**Walkthrough.** The case study includes a filmed demo of the rebuilt tool. A designer sketches a tote on an expandable canvas, the assistant drafts the brief from the drawing, and the generated bag is then recoloured and reshaped live on the 3D model before returning to its original colourway.

**Artefacts.** Two diagrams sit alongside the walkthrough: the four-stage design cycle and what the tool changes at each stage, and a product model showing how the tooling threads through four phases of a season.