Designer Gabriela Hearst Reflects on Craft's Value in the Age of AI

Gabriela Hearst, the Uruguayan fashion designer renowned for her eponymous ready-to-wear line, has designed new uniforms for her home country's national soccer team, set to compete in the 2026 World Cup.

Hearst, who previously led the luxury French fashion house Chloe from 2020 to 2023, is reflecting on the enduring value of traditional craftsmanship amidst the rise of artificial intelligence. Her upbringing on a cattle ranch in Uruguay instilled in her a deep appreciation for garments that carry personal significance and are often passed down through generations.

Speaking at Montevideo's Estadio Centenario, a historic venue that hosted the first World Cup final in 1930, Hearst discussed national identity and the importance of craft. Her husband, John Augustine Chilton Hearst, a member of the prominent U.S. publishing family, recognized how her unique background could influence her fashion career.

The designer's work with the Uruguayan team underscores a connection between national pride, athletic performance, and artisanal quality. Her perspective highlights a tension between modern technological advancements and the timeless appeal of handcrafted items.