AI-Designed Clothes Released... "Generating 10,000 Designs Per Second"

Lotte ON's Experiment
Collaboration with Design and Production Startups

[Asia Economy Reporter Minyoung Cha] Lotte ON is launching a new concept fashion brand incorporating artificial intelligence (AI) technology.

On the 3rd, Lotte ON announced the launch of a new project brand called ‘Demons.’ Demons is a brand that plans, produces, and distributes clothing using AI, and through this, Lotte ON aims to experiment with a new fashion distribution method in Korea.

The brand name Demons also carries the meaning of ‘adding a new sensibility to design among the MZ generation (a combination of Millennials and Generation Z) (M + ON + Z).’

To launch Demons, Lotte ON partnered with startups possessing AI technology and production capabilities. The most important design work was entrusted to Designoble, a startup specializing in AI-based design, production was handled by the startup Comma, and distribution was managed by Lotte ON.

The AI developed by Designoble analyzes patterns, colors, materials, and other aspects of clothing products worldwide via the internet, organizes them into product trends, and then references millions of materials such as seasonal collections and lookbooks to autonomously perform repetitive sketching tasks. Through this process, the AI can design up to 10,000 products per second. According to Designoble’s own research, the AI trained for 72 hours achieved a sales prediction accuracy of 76.8%, approximately 20 percentage points higher than a product planner (MD) with 10 years of experience.

Demons has adopted a made-to-order production method, starting production only after orders are placed. This made-to-order method, based on small quantities of diverse products, reduces unnecessary clothing production and is gaining attention as an eco-friendly production method. However, if demand forecasting and production are not digitized, it incurs high costs, making it difficult for the traditional fashion industry to adopt. Demons leverages AI technology, Lotte ON’s data, and logistics network to enable rapid production and delivery, experimenting with a new distribution structure based on made-to-order production.

Lotte ON selected hip-hop artist Cheetah as the first muse of Demons and is launching the ‘Demons X Cheetah’ product line. The reason for choosing Cheetah as the first collaboration celebrity is that her confidence shown through broadcasts and her sense of fashion and art align with the brand sensibility Demons pursues. The AI incorporated Cheetah’s life values into the product design. Cheetah provided images she personally selected, such as her pet cat, the environment, and her changed self, to the AI, which combined these images with data it autonomously extracted to create street fashion designs embodying Cheetah’s philosophy.

Based on this, Lotte ON will offer eight types of products, including goose down, fleece down, hoodies, and sweatshirts, for limited sale until the 17th. Until the 6th, to commemorate the launch of Demons, all products will be sold at a 15% discount, offering fleece down jackets at 247,950 KRW, hooded zip-ups at 118,850 KRW, and anorak jackets at 181,260 KRW. Additionally, on the 6th, Cheetah will appear on Lotte ON’s live broadcast to share stories about the design and product planning process reflecting her values and engage with customers.

Park Dalju, Head of Strategic Planning at Lotte e-Commerce, said, “Demons is a project brand launched by Lotte ON in collaboration with an AI designer, releasing eight products with Cheetah as the muse. We plan to develop the platform to a level where AI designers can create personalized designs from just a single photo in the future.”