Spring Studios Restructures London Operations as AI Drives Fashion Industry Shift

Spring Studios Restructures Amid AI Advances in Fashion Production

Spring Media Investments, the parent company of Spring Studios, has announced a restructuring of its London production business due to the growing influence of artificial intelligence (AI) in the fashion industry. This move includes closing its U.K. e-commerce and studio departments, putting approximately 30 to 35 jobs at risk.

Navin Khattar, chairman of Spring Media Investments, explained that the company is proactively adapting to AI’s increasing role by focusing on areas where it can maintain a competitive edge. “We have embraced technology in our business to prepare for the next five to 10 years,” Khattar said. He noted that many upscale fashion and retail brands are adopting in-house AI tools to cut production costs in areas like casting and location scouting.

Spring Studios’ Evolution and Global Presence

Founded in London in the late 1990s as a studio for still and motion shoots, Spring Studios expanded by attracting top photographers, brands, and publications. Over time, it built a reputation in fashion, beauty, and luxury sectors, executing global campaigns and high-end cultural events.

The agency’s growth included opening a New York office in 2013 and a Milan office in 2017. Its client list spans from Victoria Beckham and Louis Vuitton to Toyota and Ginori 1735, reflecting a diverse portfolio.

Focus on Milan and New York Amid London Changes

The restructuring affects only the London production vertical. Milan and New York operations remain stable, as they do not have e-commerce departments. Both cities performed well financially in 2024, contributing to the company’s profitability.

Milan has been particularly active, launching an emerging talent platform in 2024 and transforming it into a traveling exhibit showcased in Paris and Milan in 2025. This initiative highlights the firm’s commitment to nurturing new creative voices.

Spring Studio’s "Ode" Publication and Creative Direction

In 2023, Spring Studios launched Ode, a limited annual publication featuring contemporary art, photography, and texts from forward-thinking creatives aged 26 to 45. The first edition, titled “Ode to Rebirth,” showcased diverse talents including photographers, designers, and a hairdresser poised to become industry favorites.

The latest collaboration, “Ode to Wonder,” debuted in Paris alongside LVMH Métiers d’Art in May 2024, reinforcing Spring Studios’ role as a multidisciplinary creative force.

Looking Ahead: Strengthening London’s Creative Agency

Spring Studios plans to focus on boosting the performance of its London creative agency, which remains a key part of its business. The firm is set to announce a new creative director to help drive this effort after the departure of former executive creative director Fred Paginton in July 2024.

Khattar emphasized concentrating on core strengths and delivering high-quality services to clients. New York’s experiential services, in particular, continue to outperform, underscoring the value of targeted operations.

Key Takeaways for Operations Professionals

• AI is reshaping production workflows in fashion, prompting strategic business restructuring.
• Proactive adaptation and focus on core competencies are critical in navigating technological shifts.
• Maintaining diversified operations across global markets can mitigate risks during transitions.
• Investing in creative talent and new platforms helps sustain brand relevance and client engagement.

Operations leaders should consider how AI impacts their own workflows and explore opportunities to integrate technology while optimizing existing strengths. For those interested in AI applications and training, resources like Complete AI Training offer courses tailored to various skills and industry needs.