#19 AI in fashion, where AI serves and creativity leads - Alix Petit Kece
Wed Feb 04 2026
Alix Petit, founder and creative director of Heimstone and now CEO of The Refreshment Club, joins Margot Bletterie to discuss how AI fits into a fashion brand built on craft, texture, and creative intent.
The conversation explores how AI can support creativity, operations, and decision-making without replacing human taste, emotion, or savoir-faire.
This episode looks at the real trade-offs fashion leaders face when adopting AI in a creative industry.
What you’ll learn
•How Alix uses AI alongside hand drawing, illustration, and textile work in her creative process
•Why taste, emotion, and human judgment remain central to creative direction in fashion
•How AI is used for campaigns, content creation, and product launches when traditional shoots are not possible
•The role AI plays in supporting business decisions, forecasting, and workflow optimization
•Why using AI without a clear brand vision can dilute identity and create noise
•How transparency, consumer perception, and ethics shape decisions around AI use
CHAPTERS
00:00 Introduction
01:10 Why AI has no taste or emotion
03:00 AI as another creative tool in the toolbox
05:40 Using AI in early-stage design and print creation
07:10 The risk of AI creating noise without brand identity
09:00 Craft, materials, and why touch still matters
12:15 Education and awareness around AI risks
15:30 How AI changed internal workflows and roles
18:00 Using AI as a CEO and creative decision partner
21:40 Transparency, consumer reactions, and AI campaigns
25:20 Can AI understand beauty
29:00 Final thoughts on curiosity and experimentation
CONNECT AND SUBSCRIBE:
Learn more about GUEST: https://www.instagram.com/alix.petit.kece/
Subscribe to The AI Social Club Podcast for more conversations with AI & data leaders
Website: https://www.thesocialclub.ai/
Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWH
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703
LinkedIn:https://www.linkedin.com/in/margot-bletterie/
https://www.linkedin.com/company/the-ai-social-club// the-ai-social-club
If you found this episode valuable, like, share, and comment.
It helps us reach more people and spark thoughtful conversations on AI and society.
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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !
You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn
We are on:
LinkedIn: https://www.linkedin.com/company/the-ai-social-club/Instagram: https://www.instagram.com/theaisocialclub/
Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/
Hosted on Acast. See acast.com/privacy for more information.
More
Alix Petit, founder and creative director of Heimstone and now CEO of The Refreshment Club, joins Margot Bletterie to discuss how AI fits into a fashion brand built on craft, texture, and creative intent. The conversation explores how AI can support creativity, operations, and decision-making without replacing human taste, emotion, or savoir-faire. This episode looks at the real trade-offs fashion leaders face when adopting AI in a creative industry. What you’ll learn •How Alix uses AI alongside hand drawing, illustration, and textile work in her creative process •Why taste, emotion, and human judgment remain central to creative direction in fashion •How AI is used for campaigns, content creation, and product launches when traditional shoots are not possible •The role AI plays in supporting business decisions, forecasting, and workflow optimization •Why using AI without a clear brand vision can dilute identity and create noise •How transparency, consumer perception, and ethics shape decisions around AI use CHAPTERS 00:00 Introduction 01:10 Why AI has no taste or emotion 03:00 AI as another creative tool in the toolbox 05:40 Using AI in early-stage design and print creation 07:10 The risk of AI creating noise without brand identity 09:00 Craft, materials, and why touch still matters 12:15 Education and awareness around AI risks 15:30 How AI changed internal workflows and roles 18:00 Using AI as a CEO and creative decision partner 21:40 Transparency, consumer reactions, and AI campaigns 25:20 Can AI understand beauty 29:00 Final thoughts on curiosity and experimentation CONNECT AND SUBSCRIBE: Learn more about GUEST: https://www.instagram.com/alix.petit.kece/ Subscribe to The AI Social Club Podcast for more conversations with AI & data leaders Website: https://www.thesocialclub.ai/ Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWH Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703 LinkedIn:https://www.linkedin.com/in/margot-bletterie/ https://www.linkedin.com/company/the-ai-social-club// the-ai-social-club If you found this episode valuable, like, share, and comment. It helps us reach more people and spark thoughtful conversations on AI and society. - You liked this episode? Share it around you, like it on the podcasting platform, give us feedback ! You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn We are on: LinkedIn: https://www.linkedin.com/company/the-ai-social-club/Instagram: https://www.instagram.com/theaisocialclub/ Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/ Hosted on Acast. See acast.com/privacy for more information.