AI fashion campaigns
An AI fashion campaign is an advertising production where the model, the wardrobe, the location and the lighting are generated with generative models instead of being shot on set. The result is a finished campaign, with no casting, no location and no travel.
Who it is for
Apparel brands that need a seasonal campaign without the cost of a traditional production; marketing teams that have to sustain a content calendar and today lean on stock imagery; and agencies that would rather present three finished creative directions than a moodboard.
What you get
- 01
Art direction
We define concept, palette, synthetic casting and lighting reference before a single image is generated.
- 02
Full campaign
Vertical and horizontal pieces ready for feed, stories, paid and out-of-home, with the same model and the same world throughout.
- 03
Character consistency
The same face and the same body across the whole campaign: the exact point where almost every AI experiment falls apart.
- 04
Delivery and retouching
Final files with human retouching, in the resolution and format each channel asks for.
How we work
- 01
Brief and references: what the brand sells and what world it wants to inhabit.
- 02
Direction: we define casting, wardrobe, location and light, as in any campaign.
- 03
Directed generation: we iterate until the piece answers the brief, not until the AI gets lucky.
- 04
Curation and retouching: we choose, correct and deliver as a studio, not as a generator.
Frequently asked questions
- Can you tell it is AI?
- It depends entirely on the direction. What gives a generated image away is almost never the model: it is uncorrected hands, light that does not match across pieces, and retouching that was never done. That is why we curate and retouch every delivery.
- How long does a campaign take?
- Considerably less than a traditional production, because coordinating model, location and crew schedules disappears. The actual timeline depends on the number of pieces and the review rounds, and we agree it before starting.
- Can I use the pieces commercially?
- Yes. We deliver the pieces for the brand's commercial use and document which tools generated them, which is what the European AI transparency rules began requiring in 2026.
- Does it respect my brand guidelines?
- They are the starting point. We work with your palette, your typography and your visual codes. AI is the production tool, not what decides the identity.
- What if the brand does not want generated models?
- It can be combined: generated product and set over real photography, or the other way round. The decision is the brand's and it is stated in the delivery.
Related projects
Concept work of our own: we reinterpret known brands to show what the process can do. They are not commissioned campaigns and imply no affiliation.
Have a campaign in mind?
Tell us which brand you are and what you want to show. We reply with a possible direction, not a generic quote.
info@guntherlab.com↗