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/

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LinkedIn:https://www.linkedin.com/in/margot-bletterie/

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