Claire’s leans into AI and web3

The retail chain is using AI for moodboards and to create imagery for store windows.

As accessories chain Claire’s undergoes one of its biggest identity shifts since being on the brink of bankruptcy in 2018, it’s expanding its marketing to include AI integration for creative identity, a teenage docu-series, new digital and physical mascots, and more web3 involvement. 

Creative director in residence Nicola Formichetti created digital images using AI for use in Claire’s store windows. The images are meant to serve as inspiration for customers looking to customize their “EarPrint,” or the collection of earrings they wear on one ear, in the same vein as friendship bracelet charms at Pandora or Jibbitz for Crocs. Formichetti joined the brand from Diesel in November 2022.

Full story at Glossy.