Google worked directly with fashion designers Jane Wade and Sergio Hudson to develop and refine Google Flow, a generative design tool, for use during New York Fashion Week preparations. The collaboration demonstrates how frontier AI companies are embedding their tools into real-world creative workflows rather than building in isolation.

By working side-by-side with practitioners, Google gathered practical feedback on what designers actually need from generative tools—pattern iteration speed, design fidelity, control over style—rather than relying on theoretical use cases.

What This Means for Your Business

If your organization operates in design-intensive industries (fashion, architecture, product design, entertainment), Google's approach with Flow suggests you should actively pilot generative tools with your creative teams rather than waiting for a mature, polished product. Early collaboration shapes tool development in directions that match your actual workflows. Request technical access to experimental tools, establish feedback channels with vendors, and budget for the iteration cycles required to integrate new capabilities into existing design processes.