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Artificial Intelligence is no longer merely a “technical” topic; it has evolved into a true creative medium. In the world of fashion styling and illustration, it is not just a facilitating tool, it is a territory to explore. One that, however, never replaces conceptual thinking.
We discussed this with Simona Murialdo Sànchez, Professional Illustrator, Art Director, and NFT Artist, and since 2022, Programme Leader in Fashion Communication & Image at Istituto Marangoni Milano.
From Technical Tool to Visual Storytelling
«For me, AI is transversal: not just a starting point or a finishing tool, but an infrastructure that runs through the entire process. I use it to pre-visualise, test aesthetic directions, and build visual narratives quickly. In styling and illustration, it allows me to move from intuition to simulation without friction, anticipating decisions that used to come much later», explains Simona Murialdo Sànchez.
An infrastructure, precisely: invisible yet decisive. From pre-visualisation to the construction of entire visual narratives, everything can be accelerated, tested, and reshaped in real time. Intuition no longer remains suspended: it takes form immediately. Yet, without direction, it remains empty. «AI amplifies and multiplies results, but it does not replace conceptual thinking nor does it determine taste», the artist adds.
In this new scenario, the very concept of “tool” changes as well. There is no longer a single software to master, but rather an ecosystem to be shaped around individual needs. Midjourney, Google Gemini, and Kling must be used fluidly and in combination. «Midjourney is central for building the image and visual language, Gemini is essential when working with existing products, while Kling or Veo come into play for motion and refining». The real shift, however, is this: «It’s no longer about adapting to a tool, but about creating a system that reflects your own way of thinking».
Avoiding Homogenisation
The most insidious risk is homogenisation. Amid a continuous flow of generated images, standing out becomes a conscious choice, almost an act of resistance. «Standardised aesthetics emerge when there is a lack of clear direction. To avoid this, it is essential to build a solid foundation of visual references and a semiotic and cultural awareness of the image, along with a system of signals such as materials, lighting, posture, and casting. AI naturally tends toward the average: the creative’s role is precisely to deviate from that average through intentional choices and process control».
The New Role of the Fashion Stylist
The role of the fashion stylist is inevitably changing. «They will increasingly become a director of visual systems», capable of navigating images, platforms, and identities with almost cinematic logic. Value shifts upstream: it requires vision and the ability to guide complex processes.
And what about the physical component? Will it really disappear, overwhelmed by the digital? The expert’s answer is less drastic than one might think. «We will see more and more fully digital shoots: it’s already happening. But the physical component will not disappear: it will become rarer and more intentional. The future is hybrid, real and synthetic coexist, and the creative’s role will be to decide when and why to use one or the other».
For a young creative, the message is clear: it’s not enough to know how to use tools; it is essential to know how to orchestrate them. «With confidence, you communicate better, make faster decisions, and work more independently. Digital skills open up possibilities that are often not even imagined, but they must be guided by critical thinking, cultural background, and a clear creative direction».
