Project Muze

 

Project Muze

The future of fashion - powered by machine learning

A fashion experiment by Zalando & Google

 

 

“Karl Lagerfeld and John Galliano need to be brave now.”

— WIRED


THE PROBLEM

For decades, the fashion industry has been producing standardised styles with designers for billions of different personalities



The idea

A fashion experiment that uses Machine Learning to create bespoke virtual fashion designs.

Together with Google, Zalando developed an interactive experience that offers users bespoke fashion designs based on their individual passions, preferences and personalities.

In other words, a machine that designs unique fashion ideas especially for you.

 
 
 
 

HOW IT WORKS

On projectmuze.com the user becomes the muse of its own fashion.

By making choices about cultural preferences and current emotions inputs are generated that sparkle the creation of a virtual fashion design that is absolutely unique to each user.

 

 
 
 

The core of Project Muze is a neural network — an algorithm modelled on the human brain. To give it the ability to make creative decisions it was trained with over 50,000 data sets on colours, textures and style preferences of over 600 fashion experts.

 

 
 
 
 

After the training the code got equipped with shapes made by real fashion designers and with colours, pattern and fabrics from the Google Fashion Trends Report, nature, arts and culture.


All resulting in the first ever example of personalised fashion design at scale, with the skill to create an almost infinite amount of virtual fashion designs.

 

 
 

 
 

THE LAUNCH

Project Muze debuted at the fashion trend show Bread&Butter in Berlin.

Here, the digital experience was translated into a physical environment with interactive stations and a showcase of three real-life fashion items. Each inspired by an international fashion blogger and crafted by a professional fashion designer.

 
 
 
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RESULTS

+40,000 designs
created within the first month

19 million media reach
within the first month

3,4 million
organic engagement via #projectmuze

 

PRESS QUOTES

“FUTURISTIC TAKE ON FASHION DESIGN.”
— HYPEBEAST

“ONE OF THE YEAR’S MOST IMPRESSIVE TECH PROJECTS.”

— DRAPERS

“SKETCHES THAT RESPOND PERFECTLY TO THE TASTES AND STYLES OF CONSUMERS.”

— ELLE

“CATEGORY MOONSHOT”

— BUSINESS PUNK