In January we stood at the CIFF 66 partner wall in Bella Center. In August we are back. gopackshot is an official partner of CIFF 67, which runs 3 to 5 August in Copenhagen.
CIFF is a trade fair, and that shapes how useful it is. Nobody hands you a stage and a slide deck. The good conversations happen at the stands and over coffee, usually two or three people at a time, and they tend to be more honest than anything said into a microphone. That suits us. Two topics will come up in most of ours, because they land on every fashion brand this summer.
The first is the EU AI Act. Article 50 starts applying on 2 August, one day before the fair opens its doors. From that date AI-generated and AI-manipulated product imagery needs machine-readable labels, face swaps and generated models are inside the scope, and ghost mannequin or plain background swaps sit in a grey zone until delegated acts arrive. Penalties reach 15 million euro or 3 percent of global turnover. Most catalogs we see have AI somewhere inside and no record of where. If you want the full picture before Copenhagen, we wrote a plain-language guide for fashion teams: gopackshot.com/eu-ai-act, with a PDF you can hand to your legal and content people.
The second is quieter and touches money more directly. Directive 2023/2673 has been in force since 19 June. Online stores must give customers a visible withdrawal button backed by a pre-filled form, a two-step confirmation and an automatic e-mail receipt. Cancelling can no longer be harder than buying, and a missing piece of pre-purchase information stretches the withdrawal window from 14 days to a year and 14 days. The teams at Sylius and Satisfly published useful breakdowns. For fashion the consequence is plain: returning a parcel just got one click easier, and easier returns tend to mean more returns. The work of preventing them moves to the product page. Imagery that shows real texture, real color and real fit just became a finance lever.
After 16 years inside production studios I still prepare for fairs the same way: a list of questions I want to ask, and time kept free for the ones I did not expect. If Copenhagen is in your calendar, write to us before the fair and we will set aside a slot. If it is not, the guide above answers the most common questions we hear.
