Australian luxury fashion house THDR Group has launched a new brand called Neuono – the world’s first brand to be led by artificial intelligence.
According to the group, Neuono is set to deliver completely personalised menswear and womenswear for any occasion all via a smartphone.
THDR Group launched its first luxury menswear brand Theodore in 2021, which includes a store in Sydney, centred around its PocketTailor AI sizing app.
The launch of Neuono and its proprietary generative AI engine SenseThread will now allow customers to create made-to-measure garments without the need for in-person fittings or store visits.
Using just a smartphone, the Neuono app can be used to scan a person’s body to reportedly generate precise measurements and suggest personalised garments with styles, fabrics, and fits all based on personal preferences.
Once the design is finalised, the custom garment is produced and shipped directly to the customer’s door.
According to THDR Group co-founder and technology lead Sean Fagan, this hyper-personalised and tech-driven experience is a natural evolution of modern fashion.
“We've built Neuono to solve two of fashion’s biggest challenges - poor fit and overproduction,” Fagan said. “By designing everything to order and to fit, we reduce waste and completely reshape the customer experience.
“Through this technology, the fashion possibilities become limitless. For a single jacket, Neuono can pull from over 70 billion combinations of fabrics, linings, threads, and buttons. That level of personalisation just hasn’t existed in ready-to-wear fashion until now.”
Powered by foundational AI models from OpenAI and Google alongside additional propriety models, datasets and engineering developed by the group, Neuono matches 3D body mapping with smart styling algorithms to generate any type of garment – from formalwear to everyday pieces.
Users can enter any request and the AI analyses global trends, personal preferences and characteristics and geographic/demographic information to create a custom design, presented through AI-generated images and detailed descriptions.
“Neuono streamlines the entire process of creating custom clothing, making it easier, faster, and more accessible,” Fagan said. “We’ve always believed there had to be a better way to bring made-to-measure into the modern age. So we built one - intuitive enough for anyone to use, powerful enough to deliver high-end results.”
Neuono is available now via the App Store and Google Play in Australia, the United Kingdom, and the United States. The average price for a custom garment is $400 AUD, with prices varying depending on fabric and design selection.