Embracing Humanity: AWWG’s Marcella Wartenbergh on the Role of Emotion in the AI Era

In an industry increasingly influenced by artificial intelligence, Marcella Wartenbergh, CEO of AWWG, the parent company of Pepe Jeans, stands firm on the belief that human emotion is irreplaceable. With a career spanning over two decades, Wartenbergh’s insights shed light on the evolving landscape of fashion and technology.

The Human Touch in a Digital World

Wartenbergh’s leadership has seen AWWG thrive, with a projected close of €655 million in sales for the fiscal year ending March 31, 2024. This success, she attributes to a strategy that balances technological advancements with the emotional connections that drive consumer behavior.

The CEO emphasizes the importance of maintaining a human-centric approach, even as AI becomes more prevalent in the industry. For Wartenbergh, it’s the emotional resonance of a brand that secures customer loyalty and sets it apart in a competitive market.


Navigating the Challenges of Change

The fashion industry faces new challenges, from shifting consumer expectations to the integration of AI. Wartenbergh acknowledges these hurdles, noting the delicate balance between leveraging technology and preserving the essence of fashion—a realm inherently tied to human creativity and expression.

Under her guidance, AWWG has navigated these changes with agility, ensuring that their brands remain relevant and emotionally engaging. The CEO’s forward-thinking approach has positioned the group to capitalize on new opportunities while staying true to its core values.

The Future of Fashion with AI

Looking ahead, Wartenbergh envisions a future where AI enhances the fashion experience without overshadowing the human element. She advocates for a collaborative relationship between technology and creativity, where AI supports innovation but doesn’t diminish the emotional impact of the fashion narrative.

As AWWG continues to evolve, Wartenbergh’s leadership will be instrumental in steering the group towards a future that honors the past while embracing the new—a future where emotion remains at the heart of fashion.

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