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Most fashion brands work ahead of the season. The product rarely arrives in time for the content. We spent a day in Understatement Underwear’s Stockholm studio with Ioana Opri, their Creative Director, to see how they solve it Lumoo. “We try to stay ahead of the seasons all the time, and sometimes that means we don’t have product in time for production, so we use Lumoo for that now.” Ioana and her team use Lumoo to create packshots before samples arrive, turn sketches into product visuals, and render textures and close ups. The creative direction stays fully theirs, and the bottleneck is gone. Before choosing Lumoo, they had tried several AI tools. “When we landed on Lumoo, it felt like a new world had opened up for us.” This is how we build Lumoo: inside the studios of the teams who use it, around their real constraints. Ioana's 3 words: Fast, Addictive and Liberating. Thank you Ioana and the Understatement Underwear team for having us. Full film below :)

I spent a decade selling fashion collections. Every season, same problem: the team gets the collection a week before sell-in starts. Half of it is still on sketch. You cannot sell what you cannot show. Brands present 60% of their collection visually, the other 40% waits for samples that never arrive in time. This isn't a design problem or a sales problem. It's an infrastructure problem. One that can now be solved before a single sample is produced. — Peter Thörngren, CEO, Lumoo

A mid-size fashion brand spends an average of €200K per year on physical samples. Most are photographed once for a B2B catalogue, then stored, shipped back, or destroyed. The process takes 6–9 months from first sketch to the moment a salesperson can show a buyer what the product looks like. What if the most expensive part of your production cycle added the least commercial value? That is exactly what it is. And it is now entirely avoidable.

ChatGPT can generate a product image. One at a time, 15 minutes each, with an inconsistent brand output and a designer cleaning up every result. For a 200-piece collection, that's weeks of work with no consistency. But the deeper problem: design, marketing, and sales are still in separate silos — you've just added one more. Real AI infrastructure for fashion is bulk generation, brand-trained, with approval flows built in, running across your entire organisation.

When a designer at one of Scandinavia’s leading fashion brands evaluates a creative platform, they’ve usually tried it all, and Sofie Antonsson, Design Manager at Gina Tricot, a brand known for its fast-moving collections and strong visual identity, tested Lumoo and said, “The platform has helped us improve how we communicate our designs, both internally and externally. It has made it easier to stay aligned throughout the product development process.” and now Gina Tricot is integrating Lumoo into their creative workflow, making this the perspective of someone shaping fashion in real time for teams rethinking how it’s created.

At GANT, a product was close to being cut, weak early feedback, cost concerns, nearly gone. Then the team visualised it in a new direction before a single sample was made. It became a top-selling piece. When teams can actually see what they're deciding on, outcomes change. Most brands still can't do that.