Sustainable Fashion Brand Collina Strada Stirs Controversy Over Use of AI Tools

Fashion brand Collina Strada, known for its commitment to sustainability and climate awareness, has landed itself in hot water with buyers who doubt the company’s true commitment to its eco-friendly cause. A recent collaboration between Collina Strada and bag-maker Baggu, revealed yesterday, has sparked controversy due to the use of artificial intelligence (AI) tools to create some of the designs.

Buyers were surprised to discover that several of the whimsical prints from the collection, featuring horse-shaped purses and trippy patterns, had a high probability of being created using AI. An analysis by a Reddit user showed that an 86.4% likelihood existed that the designs were produced using AI or deepfake technology.

Collina Strada had previously emphasized its dedication to social and climate awareness, declaring itself a platform "for climate awareness, social awareness, change, and self-expression" on its website. However, AI usage in the production of these prints poses significant environmental concerns, with experts estimating that demand for electricity to power data centers could grow by up to 20% in the next six years.

Additionally, some artistry critics see the use of AI in fashion as an encroachment on the work and rights of human designers and artists, who may have their creations used to train AI models without their consent.

The news has been met with dismay among customers, who feel that the use of AI contradicts the brand’s commitments. On Collina Strada’s Instagram post, buyers expressed their disappointment, with one customer stating they will cancel their order, and another commenting, "Using AI is unforgivable… it’s horrible for artists and the environment."

When questioned by Mashable, Collina Strada emphasized that they only used AI tools to create two prints, stating, "Midjourney does not take away the process of using print designers. This was just an experiment for the season and was translated by the designers."

Despite these statements, the use of AI has caused a rift in the fashion world, raising concerns about the integrity and sustainability of some high-end brands. With customers growing increasingly vocal about environmental issues and the importance of preserving traditional design skills, Collina Strada faces the challenge of restoring its reputation as a beacon of sustainable fashion.