The fusion of artificial intelligence and fashion is pushing boundaries in ways once thought impossible. At the forefront of this evolution is Joann, an AI artist and prompt engineer who has been redefining digital artistry since 2022. With expertise in tools like Midjourney, DALL·E, and Stable Diffusion, she transforms abstract ideas into striking visual narratives — blurring the lines between human intuition and machine-assisted innovation.
In an unprecedented collaboration with the legendary fashion house KARL LAGERFELD, Joann brings her AI-driven artistry into the world of haute couture. Under the creative direction of Hun Kim, this partnership explores the synergy between tradition and technology, proving that heritage and modernity are not opposing forces but rather two halves of an evolving whole. From reinventing Karl’s iconic white shirts to embracing AI as a tool for ideation rather than replacement, this collaboration is a testament to the ever-changing landscape of design. As Hun Kim puts it, “Exploration and curiosity are key — AI is a powerful tool, but human creativity must remain at the center.”
Schön! chats with both and delves into the inspirations, challenges, and future possibilities of AI in fashion.
Where did the idea of the collaboration with Joann come about?
Hun Kim, KARL LAGERFELD Creative Director: It’s always inspiring to connect with creative people. The first time I saw Joann’s work, it felt like seeing something I had imagined come to life. What makes working with an artist like Joann so special is that combined with my creative vision for KARL LAGERFELD, it opens doors to new possibilities and takes me to places I’ve never been before. Also, having worked with Karl, I’m sure he would have embraced this new tool. He was always visionary.
What is the challenge in combining modern and heritage with a house whose codes are so iconic?
Combining modern and heritage wasn’t difficult at all. If you look at Karl’s archive, it becomes clear why—it’s timeless. Many of his details and constructions are elements I use all the time. It’s almost as if Karl was a fortune teller, like something straight out of Nostradamus’s book—it was all there. The key is not to rely too much on current trends. Instead, follow your own path and create what you truly believe in.
What inspires you in the use of new technologies?
Exploration, curiosity…. wanting to understand how we can also use new technologies efficiently to develop the way we do things. I’ve always been fascinated by AI, especially how it can be applied to fashion. It is important, however, to consider them as tools to support and not as an entity doing the job for you. They are powerful, but human creativity, reflection and observation must remain at the center of the stage to give real value to the outcome of your project, no matter the field.
Could you describe the pieces that stemmed from this collaboration?
I wanted to create something that felt truly Karl, even with AI. My priority was to ensure that once the project was complete, it would unmistakably represent Karl Lagerfeld and remain true to the brand DNA. Joann and I started by discussing what elements felt the most “Karl,” and naturally, we began with white shirts. There were so many details we could explore—multi-layered collars and tiered cuffs that took on an almost armor-like effect.
Limiting the color palette to black and white also reinforced Karl’s signature aesthetic, making the design feel even more authentic.
How do you see the design process evolving over the coming seasons? What comes next for Karl Lagerfeld?
Lately, I’ve been really interested in experimenting with AI, but I always use this as a support, it’s incredible to see your sketches come to life, but you are not just relying on AI—it’s your vision and creativity first. It is a powerful tool—once you know how to use it effectively. I’m not sure if I’ve mastered it 100% yet, but my approach is to
start with hand sketches, then use AI to transform them into instantly realistic images. This helps communicate ideas more clearly, especially with non-design associates. Plus, it’s fascinating to explore, and when you’re having fun. What I’m excited to see is how we can further integrate AI into the design process. Everything is moving faster than ever, and I want to stay ahead of the curve—riding the wave, catching the big kahuna, and ultimately finding more sustainable ways to design.
We have strong plans for the upcoming FW and SS seasons. While I can’t reveal too much just yet, we will continue to embody our brand’s mantra: ‘Embrace the present and invent the future.’ As always, we aim to surprise—just as Karl would have and always trying to look at the world through a distinctly KARL lens.
How do you approach a collaboration with a house as iconic as Karl Lagerfeld? How would you explain the process?
Joann: Collaborating with a house as legendary as KARL LAGERFELD requires a deep understanding of its heritage while bringing a fresh, forward-thinking perspective. The process begins with research — immersing myself in the brand’s archives, understanding its codes, and identifying how AI can be used to reinterpret them in a modern way. From there, I experiment with generative models, refine the outputs, and work closely with the team to ensure that the final designs stay true to Karl Lagerfeld’s visionary spirit while pushing creative boundaries.
What advantages does AI offer in the design process?
AI accelerates ideation, allowing for rapid experimentation with forms, textures, and compositions that might take much longer through traditional methods. It also introduces an element of surprise—offering unexpected combinations that spark new creative directions. However, AI is just a tool; the real artistry comes in guiding, curating, and refining these results to align with a clear artistic vision.
Were there surprises or aspects of the generative AI that took you somewhere you didn’t expect?
Absolutely. AI often generates unexpected results—sometimes unconventional shapes, surreal details, or compositions that defy traditional design logic. These surprises can either be refined into something usable or serve as inspiration for an entirely new concept. One of the most exciting aspects of working with AI is its ability to reveal possibilities that I wouldn’t have considered otherwise.
What inspired you in architecture and nature?
I’m drawn to the balance between structure and organic fluidity. Architecture provides a sense of order, symmetry, and precision, while nature introduces unpredictability, texture, and movement. This contrast is a recurring theme in my work—merging rigid geometric elements with natural, dreamlike aesthetics to create something that feels both futuristic and timeless.
Learn more at karl.com.
