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ⓒ 2024 May Lee(Art Director) Google Cloud AI - Cloud Lookbook
— Digital Service/E-Commerce, + Activation
— 2025 Clio Awards Shortlist 🏆🏆
The fashion industry generates a staggering 92M tons of textile waste every year, with 30% of produced garments discarded without ever being worn.
Brands can store inventory data in the Google Cloud AI and strategically incorporate past-season pieces into their annual lookbooks with AI. With fresh styling approaches, even last season’s items can become must-have purchases.
H&M is a brand committed to sustainable fashion. We propose the "Cloud Lookbook" for H&M, powered by Google Cloud AI. This system analyzes the brand’s existing inventory images, identifying silhouettes, patterns, color and textures to seamlessly blend previous collections with new ones—creating trend-driven, AI-generated looks. This allows H&M to move large volumes of inventory without additio nal photoshoots while offering users a more sustainable shopping experience.
1. Cloud Lookbook by Google Cloud AI
: Google Cloud AI provides various tools and support to help build and utilize AI models easily and efficiently, unlike traditional cloud services. This enables businesses to solve problems and develop innovative services.
What if Google Cloud AI leveraged excess inventory from fashion brands to create an AI-powered lookbook?
2. E-Commerce with Cloud Lookbook
: We can connect a cloud lookbook powered by Google Cloud AI to e-commerce, encouraging people to purchase excess inventory. Product links will be added to the lookbook.
3. Activation Idea : Even users can refresh their past looks by repurposing old outfits with AI-powered styling, using just their smartphone cameras. They can then share the AI-restyled outfits on social media.
4. Case Study