Is it real or AI? Haute couture, models and landscapes are featured in global fashion campaigns

From reshaping the design process and aesthetics, to being able to personalize and create marketing campaigns, AI seems to be penetrating the highest level of the fashion world. Whether it's an Italian luxury brand portraying a hybrid world between humans and machines through AI-generated imagery, or an Amsterdam-based haute couture brand that launched its first AI-designed denim haute couture piece . Here are some imaginative ad campaigns from some of the world's biggest fashion brands that were created by harnessing the power of generative AI.

Dreamy, and surreal. This spring 2024 campaign from Italian fashion house Etro was created from verbal input from designer and digital AI artist Silvia Badalotti. Inspired by the concept of “Nowhere”, the images are about aesthetic backgrounds that represent utopian landscapes. This merges with ethereal and almost mundane figures, clash of prints and shades.

One of the first to adopt AI in the world of fashion was the iconic Italian luxury brand, Valentino, which worked with the new technology in its campaign called 'Essential'. Made by AI specialist Vittorio Maria del Masso, the images were created by running requests on a text-to-image AI model. Strong, robotic, new age, the images are a juxtaposition of a human and machine world.

Dutch designer clothing brand G-Star Raw reimagines denim through AI. The result? It is the first couture piece to use the ubiquitous denim, designed with technology. Created on Midjourney, a generative artificial intelligence platform, the clothes are brought to life by the brand's in-house atelier in Amsterdam.

Known for being a celebrity favorite and luxurious down jackets, French brand Moncler has teamed up with Maison Meta – said to be the first generative AI creative studio based in New York – to create the brand's first AI-powered campaign . Which led to a collection of machine-generated images.

A fusion of fashion and art exploring generative AI. This is what one of the most influential luxury fashion brands – Gucci – and the British auction house Christie's did, the digital art platform Christie's 3.0, when they collaborated to offer a platform to digital artists. The creations were later auctioned for Rs 150.00 to Rs 34,000,000-plus.

While the creation of inclusive digital models was the reason behind the use of artificial intelligence, what this Levi's, known for its jeans, got was a big reaction. In collaboration with an artificial intelligence-powered model study, the campaign has been criticized for cutting financial costs and allowing the possibility of putting human models out of work.

Indian eyewear brand, Lenskart, has launched its K-Pop inspired collection featuring what else, but a K-Pop band. Near-realistic in appearance, complete with a backstory about each of the four members, the visuals were created entirely through AI. They are colorful and show imaginary K-Pop stars traveling around India.

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