Navigating The EU AI Act For Fashion Brands

Most fashion brands using AI for product imagery have the same question right now: does the EU AI Act apply to us, and if so, what do we actually need to do?

The short answer is yes. And the deadline is closer than most teams realise.

What it requires, how it applies to packshots, on-model images, and lookbooks, and what non-compliance actually means for your brand? That's exactly what we're unpacking in this session.

We're joined by two specialists from Bird & Bird, one of Europe's leading law firms advising on the EU AI Act:

Dr. Simon Hembt is a Counsel at Bird & Bird in Frankfurt, specialising in AI, intellectual property, and digital media regulation. His practice sits at the intersection of generative AI and IP law, advising companies on AI compliance strategies, managing AI-generated content from a legal standpoint, and guiding brands through the practical implementation of the EU AI Act. He is recognised in the Lexology Index for Artificial Intelligence and has contributed to the Chambers Artificial Intelligence guide.

Oliver Belitz is an IT lawyer specialising in AI and emerging technologies, also based in Frankfurt. He advises large companies on building AI compliance systems to meet regulatory requirements and has supported marketing agencies and tech adopters in integrating generative AI into their workflows in a legally compliant manner. He has delivered over 100 presentations on AI law in the past two years and is a co-editor of the International Handbook of AI Law.

Yannick from Graswald AI will moderate the session.

What we'll cover:

• Where AI-generated fashion imagery sits in the EU AI Act's risk framework
• What Article 50 requires and what compliance looks like for brands publishing AI imagery to EU consumers
• Technical watermarking obligations, who is responsible, and what happens when images are reformatted
• Synthetic human likenesses and AI models — does the legal picture change?
• What to do if you are already live with AI imagery and haven't thought about compliance yet
• Live Q&A with Simon and Oliver

Whether you are already live with AI imagery or still in the planning stage, this session will give you a clear picture of where you stand and what to do next.

Free to attend.