Etro, renowned for its vibrant colors and patterns, has embraced the power of artificial intelligence (AI) in its latest campaign, taking a futuristic leap in the creative process. The SS24 campaign, inspired by the concept of “Nowhere” and the SS24 collection, showcases a unique collaboration between Creative Director Marco De Vincenzo and digital artist/designer Silvia Badalotti, resulting in a series of scenes and depictions brought to life through the use of AI technology.
Etro highlights that this campaign represents a dialogue between two creatives and between humans and machines. Through Badalotti’s guidance, the AI technology generates synthetic images, described by Etro as “physical and spatial utopias” that transcend biology and logic. These images tap into the energy of human creativity, presenting an otherworldly fusion of imagination and technology.
Utilizing AI technology, Etro replicates and enhances their iconic prints. Pixels and screen visions are employed to create imaginative landscapes and bodies that tell extraordinary stories of genetic combinations. Spanning from starry skies to confined environments and enigmatic greenhouses filled with unique vegetation, the campaign showcases a humanity that is both familiar and alien.
Etro joins a growing list of fashion brands exploring the possibilities of AI in their campaigns. By incorporating this technology, these brands challenge traditional norms of fashion photography and push the boundaries of imagination. The use of AI allows for showcasing collections in unconventional locations or with exaggerated elements, injecting a sense of innovation and creativity into their visuals.
Etro’s SS24 campaign serves as a testament to the potential of collaboration between humans and machines in the realm of creativity. By infusing AI into their visuals, Etro elevates their artistic expression and brings the concept of “Nowhere” to life. This campaign signifies the endless possibilities that emerge when technology and creativity intersect, opening new horizons for the future of fashion.
Useful links:
1. Etro Official Website
2. Vogue Business: Etro embraces artificial intelligence in new fashion campaign
