Como Women has unveiled its first collection created entirely using AI Fashion, sport and innovation
Como Women never ceases to impress. After unveiling the new Home jersey in the luxurious setting of the Bvlgari Hotel London in Knightsbridge, the club has announced the launch of its first essentials merchandise collection, a line of twelve pieces for women, men, and children. This is not just a retail debut but an initiative that combines fashion, sport, and technology, with a distinctive feature: the entire campaign—from product design to visual content—was developed using artificial intelligence tools. The collection stands as one of the first examples in professional football of a fashion launch generated entirely with AI, consolidating the club’s innovative vocation on and off the pitch. Underlining this ambition are the words of Victoire Cogevina Reynal, co-founder of Mercury 13, the group that owns the club: "FCCW is not simply participating in women's football; we are helping define the business, culture, and technology that will shape its future".
The collection also marks a meeting point with Fashion AI School, the project’s partner, which collaborated on the creative process and will in parallel launch a new course to train professionals and creatives on how to conceive and develop fashion campaigns using artificial intelligence. This collaboration highlights an aspect that goes beyond sportswear: AI’s ability to become a concrete bridge between technological experimentation and practical application in the fashion industry. "We are opening the doors to a new generation of creators", said Olska Green, co-founder of the school, emphasizing how the experience with Como Women serves as a model to follow. For the club, the use of cutting-edge technologies is not just an exercise in style but a step towards sustainability: as CEO Nicola Verdun noted, integrating artificial intelligence into creative and production processes not only explores new expressive possibilities but also reduces environmental impact while strengthening the club’s identity.
With the Essentials collection, Como Women is therefore inaugurating a broader strategy that looks to the brand’s future well beyond the game itself. In a context where the women’s game is gaining ever more traction globally, the club sees the retail sector as a key lever for revenue growth, brand consolidation, and deeper fan engagement. The initiative does not simply introduce new apparel; it stands as a statement of intent: to be pioneers of a football model capable of dialoguing with culture, technology, and creativity. The Essentials Collection is only the first step in a journey aimed at building a sports and cultural brand at once, where innovation and vision intertwine to set a new standard. In this scenario, Como Women positions itself not only as a team competing at the highest level, but as an actor capable of shaping the future of women’s football and the way it interacts with contemporary society.
