Why we're telling you

AI-generated imagery is an emerging tool in fashion retail. When we chose to incorporate it, we made a commitment to ourselves: that it would never compromise the accuracy of how our garments are represented to you. A dress shown on an AI model must fit, drape, and present exactly as it would in real life.

That commitment required building an internal process as rigorous as our physical production standards. Here is how it works.

Our process, step by step

• 01

  Points of measure

  Each garment's meticulous measurement specifications — bust, waist, hip, length, hem circumference, and more — are provided as precise inputs to the AI generation process. The model's proportions are calibrated to reflect how that specific silhouette is designed to fit.

• 02

  Bill of materials

  Fabric weight, drape, stretch, and hand feel are defined in each garment's bill of materials. These properties directly inform how the AI renders fabric movement, sheen, and silhouette — ensuring a crepe gown behaves like crepe, not charmeuse.

• 03

  Technical design specifications

  Construction details — seam placement, pleat structure, dart positioning, lining behavior — are translated into visual direction. Our technical design specifications ensure that a fitted sheath presents differently from an A-line, in the way each is actually built.

• 04

  Production tech pack review

  Before any AI image is approved, it is cross-referenced against the garment's production tech pack — the same documentation used by our manufacturing partners. Sizing, fit, and proportion are verified against this source of record.

• 05

  Executive design team sign-off

  Every image is reviewed and approved by our executive management team leads in Design — evaluated for both aesthetic integrity and technical accuracy. This is not a cursory check. It is the same lens applied to every garment before it goes to production.

The team behind every image

Accurate AI imagery at Maggy London is not the work of a single tool or a single person. It reflects the collective expertise of a cross-functional team.

Our standard

You should be able to look at any dress on our site — whether photographed on a human model or rendered via AI — and trust that what you are seeing accurately represents what will arrive at your door. That is the standard we hold ourselves to, and the reason we have built this process around our production documentation rather than around the AI tool itself.

If you ever have questions about a specific garment's fit, construction, or fabric, our team is here.