#19 AI in fashion, where AI serves and creativity leads - Alix Petit Kece

Alix Petit, founder and creative director of Heimstone and now CEO of The Refreshment Club, joins Margot Bletterie to discuss how AI fits into a fashion brand built on craft, texture, and creative intent.The conversation explores how AI can support creativity, operations, and decision-making without replacing human taste, emotion, or savoir-faire.This episode looks at the real trade-offs fashion leaders face when adopting AI in a creative industry.What you’ll learn•How Alix uses AI alongside hand drawing, illustration, and textile work in her creative process•Why taste, emotion, and human judgment remain central to creative direction in fashion•How AI is used for campaigns, content creation, and product launches when traditional shoots are not possible•The role AI plays in supporting business decisions, forecasting, and workflow optimization•Why using AI without a clear brand vision can dilute identity and create noise•How transparency, consumer perception, and ethics shape decisions around AI useCHAPTERS00:00 Introduction01:10 Why AI has no taste or emotion03:00 AI as another creative tool in the toolbox05:40 Using AI in early-stage design and print creation07:10 The risk of AI creating noise without brand identity09:00 Craft, materials, and why touch still matters12:15 Education and awareness around AI risks15:30 How AI changed internal workflows and roles18:00 Using AI as a CEO and creative decision partner21:40 Transparency, consumer reactions, and AI campaigns25:20 Can AI understand beauty29:00 Final thoughts on curiosity and experimentationCONNECT AND SUBSCRIBE:Learn more about GUEST: https://www.instagram.com/alix.petit.kece/Subscribe to The AI Social Club Podcast for more conversations with AI & data leadersWebsite: https://www.thesocialclub.ai/Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWHApple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703LinkedIn:https://www.linkedin.com/in/margot-bletterie/https://www.linkedin.com/company/the-ai-social-club// the-ai-social-clubIf you found this episode valuable, like, share, and comment.It helps us reach more people and spark thoughtful conversations on AI and society.-You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !You would like to be a sponsor of the AI Social Club? Contact us on LinkedInWe are on:LinkedIn: https://www.linkedin.com/company/the-ai-social-club/Instagram: https://www.instagram.com/theaisocialclub/Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/ Hosted on Acast. See acast.com/privacy for more information.