Story perspectives

Fashion Brands Split on AI: Authenticity vs. Cost Savings

4/9/2026

Summary

Story summary

Teddy Stratford, a New York fashion brand, uses generative AI to create images without models.
Founder Bryan Davis says this technology helps showcase products and save costs.
Aerie, an intimate apparel brand, pledges to avoid AI-generated images, emphasizing authenticity.
They, with brands like Coterie, cite public concerns about distinguishing real from AI images.
Photographer Chris Gillett questions AI's ability to foster genuine connections, suggesting authenticity resonates more.

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Story summary

Teddy Stratford, a New York fashion brand, uses generative AI to create images without models.
Founder Bryan Davis says this technology helps showcase products and save costs.
Aerie, an intimate apparel brand, pledges to avoid AI-generated images, emphasizing authenticity.
They, with brands like Coterie, cite public concerns about distinguishing real from AI images.
Photographer Chris Gillett questions AI's ability to foster genuine connections, suggesting authenticity resonates more.