Rows of glowing screens flicker in the darkness, their hum merging with the distant clicks of mechanical keyboards. The air is thick with anticipation as models glide through a labyrinth of high-speed processors and tangled cables, moving like avatars in a hyper-modern landscape.
By contrast, many of fashion’s most storied houses, particularly those under the LVMH umbrella, have taken a more measured approach. Rather than chasing social media’s ephemeral ‘viral moment’, they’ve integrated AI and digital tools in ‘quiet’ ways that feel almost invisible to the average consumer. “Luxury is about appreciation of product quality and craftsmanship,” says Gonzague De Pirey, the chief omnichannel and data officer at LVMH. “Tech and innovation are not a goal in themselves; they are in service of our mission.” This philosophy prioritises refinement over drama, ensuring that technology works behind the scenes to enhance, rather than distract from, the luxury shopping experience.
https://www.harpersbazaar.com/uk/fashion/fashion-news/a64351553/quiet-tech-luxury-shopping/