In this episode, Konrad Olsson speaks with Stefan Ilkovics, an AI and creativity expert working across fashion, beauty, and luxury. Stefan is currently Creative Director and AI & Innovation Lead at Puig, and co-founder of the generative AI studio Naughty Society. Over the years, he has worked with brands including Cartier, Hermès, A.P.C., Chanel, Saint Laurent, Dior, Nike, and H&M.

The conversation explores where AI stands in spring 2026, how it is changing creative work, and why the real challenge for brands is not speed, but direction. Ilkovics argues that AI should not be treated as a creative force in itself, but as a tool that can extend human vision, if used with discipline. He also reflects on the growing risk of sameness, the future role of creative teams, and why strong brand understanding matters more than ever in an era of unlimited content production.

In this episode, we discuss:

•Why AI should be treated as a tool, not a substitute for creativity

•How fashion and beauty brands can create value with AI rather than simply cut costs

•Why strong creative direction matters more in an age of abundant content

•How brands can stay distinctive as generative AI becomes more widely adopted

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In this episode, we speak with Per Ljungberg, Head of D-Congress, about the evolution of the Nordic region’s largest tech trade show for fashion and retail.

Ljungberg explains why the event is expanding beyond its original focus on e-commerce and retail technology to include branding, culture, and creativity. He also shares the thinking behind this year’s theme and the introduction of a music festival as part of the programme.

In addition, we recap our Transformation Roundtable hosted by our editor-in-chief, Konrad Olsson, in conjunction with the event, where CEOs and senior decision-makers from Nordic fashion brands met with technology leaders to discuss the operational challenges facing the industry today.

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Scandinavian MIND is a media platform and consultancy operating at the intersection of lifestyle industries and tech.

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www.scandinavianmind.com/newsletters

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We speak with Lisa Bergstrand about why sustainability has slipped down the priority list for many brands, what actually happened with EU regulations, and why traceability has become the central issue for the industry.

Lisa Bergstrand is the founder of Bergstrand Consulting and has worked with fashion and textile brands on sustainability strategy since 2017. With a background in design and product development in Paris-based luxury fashion, she now advises brands ranging from early-stage labels to established Nordic companies, with clients including Our Legacy, A Day’s March, and Nordic Knots.

Host:

Konrad Olsson, Editor-in-Chief and Founder, Scandinavian MIND

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Scandinavian MIND is a media platform and consultancy operating at the intersection of lifestyle industries and tech.

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Hosted on Acast. See acast.com/privacy for more information.