Articles by Esmee Blaazer
Esmée Blaazer (1988) studied Fashion Management at TMO European Business School and has worked at FashionUnited since 2009. Over the years, she has held various editorial roles. As Project Manager, she now writes background stories, explaining matters and processes of the fashion industry to newcomers in the sector and students. Topics that are regularly discussed are the future of fashion, sustainability, circularity and legislation. Esmée is also involved in exploring the use of artificial intelligence (AI) in the newsroom.
Future Snoops: “AI can become one of the most powerful sustainability tools we have”
“The future isn’t predetermined. The impact of AI depends entirely on how we choose to use it. If we’re intentional, if we design responsibly and act with purpose, AI can become one of the most powerful drivers of sustainability in the decade ahead,” said Emma Grace Bailey, director of sustainability at Future Snoops (FS), during the trend...
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What sustainability and circularity experts predict for fashion in 2026
With 2026 fast approaching, FashionUnited asks six sustainability and circularity experts what fashion and retail should expect next. Fashion in 2026: Sustainability and circular experts on what’s coming next 1. Tiina Nyman, founder at Circular Fashion News Resale continues to drive the strongest momentum in circular fashion. The number of...
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What AI experts and enthusiasts expect for fashion and retail in 2026
2026 is approaching fast. FashionUnited asks six AI experts what they expect from artificial intelligence in fashion and retail: 2026 AI Predictions for Fashion and Retail: FashionUnited’s Expert Outlook 1. Carmen Martínez Ferrer, senior data analyst at Farfetch and founder of @thedatafashionbrief As Senior Data Analyst at luxury webshop...
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AI in Fashion: How Hunkemöller uses AI for customer insight, price optimisation and store clustering
Artificial intelligence (AI) is rapidly changing the fashion industry. While some companies are waiting, others are taking bold steps forward. In this edition of the AI in Fashion series, FashionUnited speaks with Gordon Smit, the technology director of Dutch lingerie company Hunkemöller. 1. How do you view AI and what does Hunkemöller use it...
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Changemakers in fashion (part 6): Dr. Natascha van der Velden on what progress looks like
There are countless sustainability initiatives, but who in the fashion industry is truly driving the transition, whether their efforts are visible to the public or not? We interview changemakers, consultants, sustainability experts and activists in fashion. What can we learn from their work? In episode 6: Dr. ir. Natascha van der Velden, an...
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Future Snoops: “What if the real threat isn’t AI taking over, but us stepping back?”
Efficiency over imagination “AI is not slowing down, it’s not going anywhere,” said Emma Grace Bailey, Director of Sustainability at Future Snoops during the recent Active Creation in the Age of AI webinar. “It’s projected to add between 150 and 275 billion dollars to the apparel, fashion and luxury sectors by 2028, which is only three years...
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AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey
Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...
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Toteme opens second London Store on Sloane Street
Swedish luxury brand Toteme opened it seconden London store on Sloane Straat in Knightsbridge. The new boutique, which opened on October 16, 2025, follows the brand’s Mount Street flagship and strengthens its presence in the British capital. The space is divided into three sections: a front room for leather goods and ready-to-wear, a central...
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AI is redefining product discovery and turning the product page into fashion’s new front door
Retailers must make their product data “speak human” “[To feed AI systems effectively] retailers must make their product data speak human,” Annie Haas, Chief Delivery Officer at Stylitics, said at Alvanon’s Tech Fest 2025 panel ‘Retail Rewired: AI, Data, and the Customer Experience’ that took place last week. Stylitics is a New York based...
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Zalando introduces AI-driven discovery feed in 16 more countries
Berlin-based online retailer Zalando SE is expanding its AI-driven discovery feed to 16 additional markets. The e-commerce company also announced the introduction of new public customer profiles in all its active countries in a press release on Wednesday. The personalised feed presents users with clothing, brands and content that align with...
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