What is Graswald AI? | AI Production Studio for Fashion

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Why don’t traditional ecommerce photoshoots scale? What are the costs when creatives do everything manually?

We are pleased to announce that we have raised $3.3M in seed funding led by Lakestar, with Supernode Global and a group of prominent angel investors, to build the future of content production for fashion brands and retailers.

We are glad to continue this journey with Mika Salmi and Navid Meyer from Lakestar, following their initial investment in 2022, and to welcome Mike Sackler and Joe Jordan from Supernode Global as co-lead. We are also grateful for the continued support of existing investor HTGF, and for a group of angels who bring deep operating and investing experience across technology and consumer brands.

With this backing, we are building Graswald AI into the AI production studio for fashion.

The problem we set out to solve

On-model imagery is the highest-converting form of product imagery, yet most fashion brands can only produce it for part of their catalogue. Studio production is expensive and slow. Samples arrive late, shoot days are fixed, and the lower-priority styles are always the first to be cut. The rest of the catalogue launches with ghost mannequins, flat lays, or packshots, and rarely gets fixed before the next collection arrives.

The brands feeling this most are not experimenting at the edges. They are established fashion businesses running weekly shoots, managing thousands of SKUs, and carrying real photography budgets, held back by the logistics of traditional production rather than by ambition.

What we are building

Graswald AI turns the inputs a brand already has, such as packshots, flat lays, and tech packs, into finished on-model imagery, styled on the brand's own AI avatars with its lighting, poses, and cropping applied consistently across the catalogue. The platform also generates product detail page (PDP) video from that imagery and adapts assets to each channel's specification, so a brand can bring its whole catalogue up to one visual standard without booking a shoot for every style.

It is built to run inside an existing production process rather than beside it. Product data such as SKUs and descriptions stays connected to the imagery throughout, review and approval are built in, and the platform integrates with the product information management (PIM) and digital asset management (DAM) systems a brand already runs.

Over the past year, more than 50 enterprise fashion brands have adopted Graswald AI to produce on-brand content at scale, reduce production costs, and shorten creative timelines.

What this funding enables

This round lets us go deeper on the two things that matter most to enterprise fashion teams: brand-calibrated output that holds across thousands of SKUs, and a production workflow that fits how these teams already work. It also supports our wider ambition, to give fashion brands one place to design, produce, manage, and publish their content, starting with the imagery and video their catalogues depend on today.