We are currently experiencing a period reminiscent of the Gilded Age, characterized by the abundance of fast, affordable, and trendy clothing. With just a few clicks, anyone can purchase reasonably-priced replicas of high-end garments online, which are then promptly delivered to their doorstep. While this practice has made fashion more accessible, it often comes at the expense of the workers involved in production, and it has also contributed to impulsive and wasteful consumer habits.

According to estimates from Shopify, a large e-commerce platform, 20 to 30 percent of online purchases are returned, while the National Retail Federation indicates that around 18 percent of online orders meet the same fate. Finesse, an online fashion brand, seeks to challenge this norm. Their primary objective is to combat overproduction by employing artificial intelligence (AI) to market and design their clothing specifically for their target audience. Generative AI has gained popularity among retailers: eBay sellers can automatically generate product descriptions, Amazon's AI fit feature promises to assist customers in finding the perfect clothing size, and Shopify has introduced AI tools that can edit images and write website copy. Levi's even experimented with AI models to promote diversity, although this approach faced considerable backlash from customers.