Fashion house Etro unveiled its Spring Summer 2024 campaign that takes the concept of “Nowhere,” a place only conceivable in the imagination, to a new level of expression. Creative Director Marco De Vincenzo collaborates with digital artist and prompt designer Silvia Badalotti to create a series of scenes and depictions through Artificial Intelligence. This campaign represents a unique dialogue between two creatives and between a creative and a machine.
The synthetic images produced are the result of the interaction between human creativity and mechanical processing. Silvia Badalotti guides the AI through infinite possible scenarios and environments, using her verbal inputs, shaped by her artistic experience and collaboration with Marco De Vincenzo, to direct the machine’s creative thinking into visual forms.
The campaign, reminiscent of a painting, replaces traditional brushes and colors with pixels and screen visions. The scenarios and bodies are imagined, creating physical and spatial utopias that transcend biology and logic. The energy behind these creations is human, reflecting the basic principle of fashion, where each body determines a new mantle for itself and the combinations of elements are virtually unbounded.
Starry skies and astral maps transform into enclosed environments, while architecture develops composite styles never seen before. Unspeakable vegetation grows in greenhouses, and scenes are populated by a humanity that is both familiar and alien, telling short and extraordinary tales of infinite genetic conjunctions.
The images appear to be generated in a non-place and non-time, documenting a mysterious civilization that has either suddenly re-emerged or is ready to materialize shortly as a pure digital fantasy activated by the human. This campaign is a Homeric journey using present-day tools, reaffirming the exploratory and creative urgency that has characterized humanity since the dawn of life.
The Etro Spring Summer 2024 campaign is an exploration of the boundaries between reality and imagination, human creativity and artificial intelligence, presenting a vision of fashion and artistry that is both groundbreaking and reflective of our times.
Not a fan of ai but love what marco is doing for etro ❤️❤️❤️