Scope of AI use

Maggy London uses AI exclusively to generate the model figure in select product imagery. The garments themselves are not digitally created or modified. Each is represented as an actual physical garment.

This distinction governs how we build and review every image. The physical garment is the authoritative reference; the AI model is required to conform to it precisely.

Our imagery review process

To ensure that the AI-generated model accurately represents each physical garment, every image is developed and reviewed against the same technical documentation that governs our production. No image is published without completing the following process.

• 01

  Points of measure

  The proportions of the AI-generated model are calibrated against each garment's full specification of points of measure, including bust, waist, hip, length, and hem circumference, to ensure the garment is presented consistent with its intended fit.

• 02

  Bill of materials

  Fabric weight, drape characteristics, stretch properties, and hand feel, as defined in each garment's bill of materials, are applied as reference criteria when evaluating how the garment is represented in the final image.

• 03

  Technical design specifications

  Construction details including seam placement, pleat and dart positioning, lining behavior, and silhouette structure are reviewed to confirm that the AI presentation is consistent with the garment's technical design documentation.

• 04

  Production tech pack cross-reference

  Prior to approval, each image is verified against the garment's production tech pack, the same specification document used by our manufacturing partners, to confirm accuracy of fit, proportion, and silhouette.

• 05

  Executive design team approval

  All imagery is reviewed and approved by executive management team leads in Design. Each image is evaluated for both aesthetic integrity and technical accuracy relative to the actual garment before it is cleared for publication.

Oversight and accountability

Imagery accuracy at Maggy London is a shared responsibility across a dedicated cross-functional team. Each function contributes a defined area of expertise to the review and approval process.

Our standard

Maggy London holds all product imagery, whether presented on a human model or via an AI-generated figure, to the same standard: the garment must be represented accurately in terms of fit, fabric, construction, and silhouette.

For questions regarding the fit, fabric, or construction of any specific garment, please contact our customer service team.