Jesús Montero / Morgan Dufault

TI013 Jesus Montero 1

MORGAN

Please take a moment to introduce yourself and describe the inspirations that led you to create MAGNO MONTERO.

JESÚS

My name is Jesús Montero, a Venezuelan architect based in Barcelona. Although architecture has always played an important role in my creative journey, I have always dreamed of creating fashion. That desire, combined with my entrepreneurial spirit, motivated me to move to one of my favorite cities, Barcelona, to study fashion business management. Since I already have a design base from my architecture career, I was interested in learning about the business of fashion.

MAGNO MONTERO (the brand) was always the main goal of entering the fashion industry. My vision was to create something where I could mix my passion for architecture and fashion at the same time, and making clothes was the perfect bridge to accomplish such a thing.

The second pillar of the brand, which is embedded at the core of MAGNO MONTERO, is not something I consider a competitive advantage but rather a fundamental value that guides what we do: sustainability. We strive to do our best to create responsibly, whether it’s in the materials we source or the way we produce.

MORGAN

How did you begin incorporating AI into your design process, and how does it help you stand apart from other emerging brands?  

JESÚS

I have always been interested in the ways technology can ease our lives and simplify our processes, especially being an entrepreneur, where success will lie in how resourceful you are. Prior to the AI boom, I was already experimenting with web3 in fashion, where I couldn’t find much-added value for the brand.

By the end of 2022, I started to adopt ChatGPT for a series of repetitive and time-consuming tasks, such as content creation for social media, customer service, and generating any kind of ideas for the brand/business.

In 2023, I started experimenting with generative AI, which I found fascinating and a powerful tool to speed up the design process. I used different tools that are widely known.

It wasn’t until mid-2023 that I started sharing my AI-generated designs on social media, and the response was massive. Up to today, MAGNO MONTERO is probably the most followed GEN AI fashion brand. People’s reception of our design vision has been incredible. We took part in the second edition of the AIFW and got selected as one of the 20 finalists from around 200 collections from all over the world; the 5 winners will be announced soon.

MORGAN

How do you balance the use of technology with traditional craftsmanship in your designs? 

JESÚS

As mentioned, AI is another tool that allows us to speed up and optimize processes; it is very useful to validate and iterate designs faster. Especially for MAGNO MONTERO, since our aesthetics contemplate the use of volumes, structures, and ruffles, AI is an effective way to visualize ideas in real-time and in a realistic manner. AI is allowing many people, whether they are fashion designers or not, to create fashion. It is very hard to go on the internet and not find AI-generated fashion, and that is going to increase exponentially in 2024. But the truth is that to translate from AI to reality, there has to be know-how, criteria, and expertise. The traditional process of making a garment can’t be replaced at the current moment.

MORGAN

What impact do you hope to make in the fashion industry through your use of AI and sustainability?

JESÚS

Fashion is a fierce and highly pollutive industry. The world doesn’t need another fashion label in the market; however, creativity and fashion itself are drivers not only of the economy but also of culture. That is why we must continue creating (I think there is no discussion about that).

This doesn’t mean we cannot change the way we create and produce to a more responsible one. Some quick examples: GEN AI will allow brands/companies to validate hundreds of designs within the design-buying departments without the need to make samples for each of them. This will impact positively, not only in waste generation but also in cost, saving time and money and reducing the carbon footprint.

One of the biggest problems in fashion is the stock. Brands-companies always produce more than what will be sold. With the use of GEN AI, we aspired to reach broader audiences worldwide and understand the real sentiment regarding a specific model/design/collection, then produce based on that.

The use of AI in fashion does not stop at GEN AI; it will impact every aspect of our industry, from the way we design to the way we produce and consume fashion.

MORGAN

If you had to summarize MAGNO MONTERO’s overall brand identity in a few words, how would you describe it?

JESÚS

The first AI fashion house. AI generated & responsibly made.