It all started with a nylon purse shaped like a horse. Baggu, the wildly popular brand of reusable shopping bags, announced earlier this month that it would be releasing a collaborative collection with New York-based brand Collina Strada. In the past, special-edition designer drops have been successful for Baggu: a previous collab sold out within minutes of items hitting the web.
There’s some gray area in the response to the collection, too: Collina Strada has used generative AI as a design tool before. The designer behind the brand, Hillary Taymour, has previously discussed her process using tools like Midjourney, describing to The Business of Fashion the iterative process of prompting AI systems over and over with her own work to see what the tool spits out.