Online lifestyle store Yoox has today launched own-brand 8 by Yoox, a collection of women and men’s clothing powered by artificial intelligence (AI).

Before putting pen to paper on each collection, the design team uses advanced AI tools to review content from across social media and online magazines in key markets with a particular focus on fashion influencers.

This insight is combined with predictive indicators into emerging lifestyle and style trends, analysis of own data from products sold on its site, customer feedback, industry purchasing trends as well as text search and image recognition. The result is a dynamic mood board that allows designers to respond to customers trends.

After having alluded to the development at a conference last month, Yoox Net-A-Porter Group chief executive and founder Federico Marchetti, said: “We are always exploring the frontier between human and machine; it’s been part of our DNA since I invented YOOX in 1999.

“Today we are combining the latest artificial intelligence with the human spirit and creative talent of our design team,” he added.

The introduction of the inaugural collection follows a positive soft launch and testing period.

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