The fashion house Romain Brifault has developed an artificial intelligence system to create a custom garment.
Since November 2019, the fashion house Romain Brifault has been using artificial intelligence to make tailored garments tailored to each person’s morphology. “The client chooses her garment and enters a booth where her measurements will be scanned with a body-scan and then recorded. Artificial intelligence then achieves the pattern (gabarit, NDLR) by adapting the garment to the person and on demand, and this, at the price of ready-to-wear, explains the ceo Alexandre Brifault, founder of the company in 2015, with his brother Romain, stylist and artistic director.
This innovation was born thanks to a first fundraiser in 2018 which the director does not wish to reveal the amount: “A second one is preparing in the next three months in 2020 with the EDFER (European funds, NDLR)”, he confirms, “it will be used to market our process in France and internationally, but also to recruit new employees.” The process developed is a world first: “We offer it in B to C but also as a service to other brands.” In practical terms, the customer will eventually be able to select a garment from the catalogue of a particular brand or brand, and ask that it be adapted to its morphology via body scan and AI. For now, Brifault’s innovation has been designed to dress the lower body (skirt, trousers) and will be extended, in a second time, to the upper body.
Full order book
To develop its innovation, the company worked in partnership with a dozen other companies. With one peculiarity: “The tasks have been split. Each of the companies has brought us its particular know-how, but without knowing the identity or the projects developed by the other partners. It’s a way to protect ourselves when it comes to intellectual property,” says Brifault. Building on the success of its innovation, the company had a full order backlog for six months in November. The fashion house employs a dozen people and has an uncommune communiqued turnover that doubles each year, according to the executive. “We plan to recruit at least five people in 2020,” the director said. The fashion house is also looking to expand internationally, particularly to Europe and the United States.