French-Moroccan label Casablanca is the latest luxury fashion house to embrace artificial intelligence (AI) as the London-based brand has recently released an entirely new range of clothing and accessories for spring 2023 that made use of the new technology to generate the accompanying line’s visual campaign.
Used to almost exclusively working with grainy film, founder Charef Tajer has decided to switch things up this time and adapt to current novel trends by developing a peerless series of AI-generated portraits for his label’s spring 2023 advertorial. Contrary to popular belief, creating an entire campaign using AI wasn’t an easy task as it still required a substantial amount of creativity and inspiration. The Moroccan-French creative director himself equated the technology’s prowess to those honed by any other regular artistic device as “like with any type of artistic media, you have all the possibilities, but the work of the artist is to define what he wants,” he told Business of Fashion.
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Speaking to the publication, Tajer and art director Steve Grimes admitted that the concept initially stemmed out of a joke before the duo eventually started finding beauty in the first mock-ups they both designed.
Commissioning British-born photographer Luke Nugent— who has just started to make a name in the field for creating clothing campaigns using image generator Midjourney — for the unique task, the fashion photographer put his formula to use and materialized in the production of “Futuro Optimisto” — an innovative fashion campaign that defied traditional marketing strategies and is captivating audiences with its fresh approach.
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Drawing inspiration from a past trip to Mexico, the team embarked on a creative journey using the picturesque landscapes found in the Latin American country as the backdrop of the advertorial. Meticulously stylized to evoke the essence of hyper realistic paintings rather than conventional photographs, the series of images are infused with a touch of surrealism, including elements from the galaxy, counting UFOs and other sorts of extraterrestrials amongst the cast developed by the AI machine, with an end-product labeled by Nugent as staying true to the brand “and the aesthetic and the type of imagery (Casablanca does).”
Adding themselves to a long list of labels that have made the step towards AI, including Dior, Nike, and Levi’s, artificial intelligence, when harnessed to its full potential, will adamantly transform the way the fashion industry operates, while revolutionizing every facet of it on the way.
