The future of fashion may involve working with artificial intelligence. Etro just proved how it can be done with its AI-generated campaign for its Spring 2024 collection inspired by nowhere, identified as a "place only possible to the imagination."
Creative Director Marco De Vincenzo teamed up with digital artist Silvia Badalotti to bring his vision to life. Etro characterized this partnership as a "dialogue between two creatives and between a creative and the machine... The outcomes are synthetic images, emerging from the interaction between the human and the mechanical."
The campaign consists of AI-generated models posing against fantastical backgrounds, including astral maps, starry skies and greenhouses filled with lush vegetation. Of course, the models are all dressed in the fashion house's latest clothing and accessories. These scenes are described as "both familiar and alien," with the brand elaborating that the imagery is "beyond biology and beyond logic." We argue they're also beyond stunning.
See the rest of the inventive ads below.
