The fashion calendar moves at a different pace than the rest of the world.
It’s the middle of January, and editors are already thinking about linen shirts and sandals.
Global Trend: Fashion That’s Six Months Ahead of Its Time
In the fashion industry, winter marks the beginning of the spring/summer season.
Every year around this time, brands shoot their SS collection lookbooks, and buyers finalize orders for the upcoming season.
While the general public is still wearing down jackets, linen and cotton fabrics are being laid out in the studios of fashion houses.
For the 2025 S/S season, the key themes for global luxury brands are undoubtedly “sustainability” and “authenticity of materials.”
Among them, Zegna’s approach stands out.
Through the Oasi Lino project, the brand has made it possible to trace the entire process—from the cultivation of European flax to the weaving of the fabric.
It stands out not as mere greenwashing that merely pays lip service to eco-friendliness, but because it actually produces linen with verifiable provenance.
Another trend observed on the runways of Milan and Paris is the rise of “virtual fashion.”
AI image generation technology has begun to be fully utilized for lookbook production and concept visualization.
In the past, creating lookbooks required tens of millions of won in photography costs and overseas locations,
but now, an era has dawned where such projects can be quickly simulated using AI.
Domestic Trend: The Quiet Evolution of Domestic Fashion Tech
The domestic fashion market is no exception to this trend.
Major fashion companies such as Samsung C&T Fashion Division and Hanssem have adopted AI-based trend forecasting systems,
and among small and medium-sized brands, AI-generated lookbooks are emerging as a new alternative.
Of particular note is the shift in cost structures.
Traditional lookbook shoots, which include model casting, studio rentals, and stylist fees,
can cost anywhere from several million to tens of millions of won.
In contrast, AI-based image generation allows for rapid testing of various styling options from the initial concept stage,
opening up new possibilities for emerging designers and small-scale brands.
Korean celebrities have already begun showcasing their SS season looks ahead of schedule.
On Instagram and YouTube, the keyword “spring new arrivals haul” has been trending since January,
and fashion influencers are showcasing mix-and-match styling,
such as layering linen shirts under winter outerwear.
Editor’s Pick: AI-Simulated Zegna SS25 Styling
In this editorial, we used the AI image generation tool LaonGEN
to simulate styling for the Zegna SS25 collection.
Based on actual product information,
these are the resulting images of outfits worn on city streets.
Simulation Styling:
- Top: Cream/beige cable-knit sweater
- Bottom: Navy blue Oasis linen shorts (100% traceable linen)
- Shoes: Beige suede loafers
- Mood: Italian sprezzatura
One notable aspect of the final output is the rendering of fabric texture.
The natural wrinkles and texture characteristic of linen have been rendered quite realistically.
Of course, AI-generated images cannot completely replace actual photography.
However, they are quite practical for creating mood boards during the seasonal planning phase
or for reviewing styling directions.
Styling Tips:
First, the tonal balance between the top and bottom. The combination of cream and navy is classic yet evokes a refreshing summer vibe.
Second, the contrast in fabrics. The volume of the knit top and the lightness of the linen shorts bring out the charm of layering.
Third, the choice of loafers. Pairing loafers instead of sneakers instantly elevates even a casual shorts outfit.
Outro
Fashion always moves faster than reality.
And now, the way we simulate that pace is changing as well.
While AI may not replace creative directors,
it has certainly accelerated the speed at which ideas are brought to life.
What kind of linen will be hanging in your closet next season?
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