B/SAMPLY at Comocrea 74: human creativity has no equal
Experiences and perception of beauty: something AI cannot replicat
This Monday marked the opening of the 74th edition of Comocrea at Villa Erba, a prestigious event showcasing the best in textile design. B/SAMPLY was proud to take part in this edition, connecting with industry leaders and exploring the latest trends for the Autumn/Winter 2026 season.
The event brought together 14 renowned design studios from Como, recognized internationally as the pinnacle of Italian creativity. Seven of the UK’s top designers, who have been adding value to Comocrea since its early editions, also confirmed their participation. Additionally, a French studio, a German studio, and two Swiss studios contributed to the diverse creative showcase.
The theme of this edition, “Human creativity has no equal“, resonated strongly at a time when artificial intelligence is increasingly being utilized for design processes. While AI can accelerate and optimize production, industry experts emphasize that human designers bring an irreplaceable artistic vision and emotional depth to their creations. “A designer’s work is shaped by their experiences and perception of beauty, something AI cannot replicate,” stated Stuart Sartori. He also highlighted the growing demand from major buyers for certificates of exclusivity and uniqueness, something that machine-generated designs cannot guarantee.
Comocrea 74 also provided a moment for reflection on the current state of the textile and fashion industry. The event’s president addressed the economic challenges facing the sector, emphasizing that in a time of market contractions and shifting consumer habits, creativity and innovation are key to revitalizing the industry. “After a period dominated by solid colors, the resurgence of intricate designs is a way forward,” he noted, underscoring the role of Como’s designers in preserving and evolving both the artistic and technical skills passed down through generations.
This edition highlighted a strong return to hand-drawn designs, particularly artistic, blurred floral patterns. “Customers are seeking unique and customized products, and our work is increasingly focused on developing bespoke designs,” added Sartori. Thanks to its high-quality offerings, Comocrea continues to attract a strong international presence. The last edition in October saw participation from 200 companies across Italy, Spain, and France, with an encouraging influx of buyers from the U.S. and a delegation of Turkish operators.
B/SAMPLY’s presence at Comocrea 74 reaffirmed its commitment to supporting and digitizing the textile industry’s creative process. As the industry evolves, our platform continues to bridge the gap between designers and buyers, ensuring that human creativity remains at the forefront of innovation.