London, 3 February 2026 – ASOS, the global online fashion destination, has upskilled more than 100 designers in generative AI to bring customers even more of the fashion and trends they love.
Fermat’s technology is now embedded across ASOS’ design operations, enabling designers to turn sketches into photo realistic visuals in seconds. ASOS can instantly explore different colours, fabrics and variations, helping communicate ideas more clearly with suppliers and improving accuracy in first time samples while reducing waste.
These workflows also free up creative time, supported by an average 75 to 80 percent time saving across key design processes. Designers can iterate more boldly, push ideas further and uncover concepts that may not have been developed before.
As an early adopter of innovative technology, ASOS is focused on tools that help enhance designer creativity, whilst also strengthening operational effectiveness. Integrating Fermat into design workflows opens new opportunities for rapid ideation and realistic visualisation that support both creativity and efficiency.
Nick Eley, Head of Digital Creation at ASOS said: Generative AI is already elevating the way our designers explore trends and develop ideas. It helps us reach stronger concepts faster, so we can create the best possible product and deliver it to customers at the right moment.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.
About Fermat
Fermat is GenAI fashion start-up building a faster, more visual way for fashion and luxury teams to develop product ideas, without losing creative control or brand consistency.
From a small set of references, designers can explore concepts, materials and colourways, and produce photorealistic visuals while fitting garments on high-fidelity virtual models. What typically takes weeks of back and forth and manual iterations can be reduced to days, making it easier to align teams early and move from idea to production with far less friction.
Trusted by brands such as ASOS, Fermat is already delivering measurable impact in creative and sampling workflows. Teams commonly report 75-80% savings in time and cost, alongside faster decision-making and a clearer creative direction across collections.
As fashion teams face shorter timelines, higher content demands, and growing pressure to stay original, Fermat is becoming a core part of how modern brands build, review, and refine products, bringing speed and clarity.