PVH reimagines the future of fashion with OpenAI

PVH Corp., the global apparel group behind iconic brands like Calvin Klein and TOMMY HILFIGER, announced it will adopt ChatGPT Enterprise to empower employees across its organization and reimagine how fashion incorporates a data and insights-powered approach to designing, planning, and delivering at a global scale.

"As we build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world, our collaboration with OpenAI will help us supercharge our brand-building journey and connect more meaningfully with our consumers,” said Stefan Larsson, Chief Executive Officer, PVH Corp. “Together with OpenAI, we will explore exciting new opportunities for our brands, accelerate our data-driven operating model and enable faster, more data-driven decision-making. With a test-and-learn approach, we’ll build practical use cases with scalable impact to drive value for associates, partners, and consumers, while helping us build a culture of innovation and agility from the ground up."

With ChatGPT Enterprise, PVH will place OpenAI frontier models throughout its global operations and entire value chain—supporting areas like early-stage product creation to demand planning, inventory optimization, and consumer engagement. Employees across the company will gain access to advanced AI capabilities that enhance creativity, efficiency, and decision-making at every stage:

Product and design insights: AI to help teams explore ideas more freely, uncover insights from historical data and emerging trends, and move seamlessly from concept to creation. Planning and supply chain: Intelligent tools to enable smarter forecasting, more precise inventory management, and quicker responses to shifts in demand. Marketing and retail: AI to support more personalized consumer engagement, creating interactions that are timely, relevant, and true to each brand’s identity.

PVH chose OpenAI and ChatGPT Enterprise for their strong foundation of security, privacy, and trust. OpenAI met PVH’s rigorous standards for data protection and governance, enabling teams across the company to confidently and responsibly use AI in their daily work. OpenAI was ideal to help bring model capabilities that align with PVH’s emphasis on innovation and practical impact.

“PVH shows what’s possible when AI is embedded into the core of a fashion leader,” said Giancarlo ‘GC’ Lionetti, Chief Commercial Officer at OpenAI. “The result is less friction, more creativity, and a sector-wide transformation accelerated by PVH deploying OpenAI at scale.”

Together, these capabilities advance PVH’s long-term growth strategy, the PVH+ Plan, by helping teams make data-driven decisions, work more seamlessly, and deliver richer experiences for consumers worldwide.

Additionally, PVH will create custom AI capabilities tailored to PVH’s business, combining OpenAI frontier models with PVH’s deep expertise in fashion, merchandising, supply chain, and brand building. These capabilities will further complement - and elevate - the creativity, judgment, and craftsmanship of PVH’s teams.

With OpenAI, PVH aims to help shape the next frontier of fashion - one where advanced AI works hand-in-hand with human creativity to unlock new ways of designing, operating, and engaging with consumers.

By combining OpenAI’s technology with the creative vision of PVH’s iconic brands, Calvin Klein, and TOMMY HILFIGER, this collaboration sets out to define what modern, AI-powered fashion companies can become.

PVH extends OpenAI’s work with the world’s largest and most established enterprises, including Accenture, Walmart, PayPal, Intuit, Target, Thermo Fisher, BNY, Morgan Stanley, BBVA, and many more.