Como Women has unveiled its first collection created entirely using AI

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.” nss