Artificial Intelligence (AI) is driving innovation in industries worldwide, and fashion is beginning to explore its potential in compelling ways. Sajna Massey, the founder of Couth Studios, brings her engineering expertise and experience in the retail and construction industries to this evolving space. Couth Studios stands out for its use of crowd-sourcing, inviting consumers to participate in the design process and shape final products. By combining AI-powered design with community feedback, the brand addresses challenges such as overproduction and environmental impact. In this interview, we explore how Couth Studios approaches sustainability, technology, and collaboration in the age of innovation.
Background & Vision
What inspired you to found Couth Studios, and how did your engineering background influence your approach to fashion?
Couth Studios was born from the intersection of my passions for innovation, sustainability, and fashion. As an engineer with experience in the retail and construction industries, I noticed something striking: while many sectors have embraced AI technology to drive efficiency and creativity, the fashion industry seemed largely untouched by this transformative tool.
I saw an opportunity to use my technical expertise to tackle two key challenges—overproduction and environmental impact. By integrating AI into the fashion design process and crowd-sourcing creativity, we ensure that only the most desired designs are produced, minimizing waste and unsold inventory. My engineering background shaped my approach: I think in systems, focus on optimization, and aim to create solutions that are both innovative and sustainable.
What is the meaning behind the name “Couth Studios”, and how does it reflect the brand’s mission?
The word “couth” means cultured, refined, and sophisticated—qualities we aim to embody in every design.
The “Studios” element represents a space for creativity and collaboration, where our community plays a central role in shaping the designs we produce. Together, “Couth Studios” reflects our commitment to innovation, sustainability, and thoughtful fashion design.
Innovation with AI & Crowd-Powered Design
How does AI play a role in your design process, and what advantages does it offer over traditional fashion design methods?
AI is at the heart of Couth Studios’ design process. We use AI-powered tools to generate innovative concepts by analysing patterns, trends, and consumer preferences. This technology allows us to explore an infinite number of possibilities in a fraction of the time it would take a traditional designer.
By integrating AI into our workflow, we’re able to reduce waste and create sustainable fashion solutions tailored to our community’s tastes. This not only enhances creativity but also ensures our production process aligns with ethical and sustainable practices.
Can you walk us through how the community voting process works? How does feedback shape the final products?
At Couth Studios, community-driven design is at the core of what we do. Our process starts with AI-generated designs, which are shared with our social media followers via Instagram polls. Followers vote on their favourite iterations, and we invite comments to gather detailed feedback.
This collaborative process ensures that the final products reflect our community’s preferences while fostering transparency. Customers can see how designs evolve and feel directly involved in creating sustainable, crowd-sourced fashion.
What is one example of a popular community-vote design, and why do you think it resonated with your audience?
Our most popular design to date is the Double Duty dress. Co-designed with multiple focus groups before our business model was fully developed, it features practical elements like shorts, pockets, and a single zipper for increased versatility. This combination of functionality and statement-making style resonated deeply with our audience, reflecting the value they place on thoughtful, enduring design.
Double Duty Dress, by Couch Studios
How do you avoid creating pieces that simply follow trends, which may lack longevity?
Our community-driven approach allows us to prioritise what truly matters—quality and sustainability. By focusing on designs curated by people who value craftsmanship and enduring appeal, we create pieces that go beyond fleeting fashion trends.
Commitment to Sustainability
How does your AI model result in more ethical and sustainable practices?
By predicting consumer demand through AI, we can minimise waste and overproduction. Our technology helps us create only what is needed, reducing the environmental footprint of our designs.
Additionally, we partner with manufacturers that uphold fair labour practices and keep our production local and transparent. This ensures ethical integrity in every step of our process, from design to delivery.
What challenges have you faced in implementing limited-run production to minimise waste, and how have you overcome them?
Limited-run production often comes with higher per-unit costs, making it harder to compete with mass-market brands. While this remains an ongoing challenge, it’s one we’re committed to tackling. Our focus on thoughtful design and exclusivity helps create lasting value for customers, aligning with our mission to promote circular fashion solutions.
Future Goals & Vision for the Fashion Industry
Where do you see the intersection of AI and fashion heading in the next five years, and how does Couth Studios plan to contribute to this evolution?
AI will continue to revolutionise the fashion industry in several ways:
- AI-Driven Personalisation: Garments tailored to individual body sizes will become more accessible, providing a hyper-personalised shopping experience.
- Sustainability and Circularity: AI will optimise supply chains, predict demand, and support material recycling and upcycling, pushing the industry toward circular fashion solutions.
- AI in Design and Creativity: While enhancing creativity, AI will also generate new patterns, fabrics, and concepts, redefining design possibilities.
- Consumer Engagement: AI-driven features like virtual fitting rooms and style recommendations will enhance interactivity, creating more tailored shopping experiences.
At Couth Studios, we aim to remain at the forefront of these developments by continuing to refine our AI tools and expanding our sustainable fashion innovation efforts.
How do you think this approach will impact the role of the traditional fashion designer?
AI won’t replace designers but will instead act as a powerful collaborator. Designers will shift from being sole creators to curators and strategists, using AI-driven insights to make informed, inspired decisions.
Are there any upcoming projects or innovations at Couth Studios that you’re excited excited to share with us?
We’re thrilled to [soon] announce a series of spring pop-up events where we’ll connect with our community in person. These events will feature our AI-powered designs and spark conversations about sustainability, ethical fashion, and the transformative role of technology in the industry.
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