Many emerging designers believe they need to go from zero to 55 immediately — launching a brand, producing inventory, building a website, marketing on social media, and somehow expecting designs to sell without ever going through the process of development and proof of concept.

Designers are launching websites filled with beautiful AI-generated fashion images and listing garments for sale with a retail price. At first glance it looks like a real brand. But if you look closer something unusual appears. The garments don’t actually exist yet.