Fashion and luxury
Campaign imagery, e-commerce production and game worlds shaped around a collection’s visual identity
Fashion and luxury
Make the character of a collection recognisable wherever people encounter it. SEED is a production studio for fashion and luxury brands and their agencies, creating campaign imagery, AI art direction and compositing, e-commerce assets and Roblox and Fortnite experiences. We work with your creative team and photographers, keeping the product and visual direction at the centre.
How we work
The product and the photography come first, and AI works under art direction to serve them. In games, we build worlds and play around the brand and its products.
What we can deliver
- Art-directed AI imagery for campaigns
- Compositing with supplied campaign photography
- E-commerce garment and model imagery from product references
- Editorial stills and product motion
- Roblox fashion worlds and styling games
- Fortnite games built around a product launch
Clients
Our work
Selected projects in fashion and luxury
More work
How do you keep garments and products accurate in AI imagery?
We work from real photography or detailed product references and do not ask AI to invent the garment. On Stella McCartney’s SS25 campaign, the clothes and talent were photographed by Ethan James Green and SEED composited art-directed birds with those images. In the Bon Marché study, front, side and rear views were developed from product references.
Can you work with photography we have already shot?
Yes. If the campaign is already shot with your photographer, stylist and talent, we can create and composite generated elements with it. That was SEED’s role on Stella McCartney’s Save What You Love campaign, where the campaign photography was supplied to the production for creature art direction and compositing.
What was the Bon Marché project?
An e-commerce production study by SEED. Working from product references with AI-assisted imagery, we produced garment and model-image studies with front, side and rear views, editorial imagery and product motion, to show how consistent e-commerce views could be produced.
How can a fashion brand use Roblox or Fortnite?
Gaming lets younger audiences play with a brand’s look and its key products. On Roblox, we built Planet HUGO for HUGO BOSS, a connected ecosystem with HUGO Hangout and HUGO Fashion Match. On Fortnite, we built adidas Hyperchase around the Predator golden boot, turning a product launch into a team parkour game.
How are usage rights handled on AI fashion projects?
Ownership and licensing are set out in the contract for each project. Before we begin, we agree the usage rights, the tools we will use and the source material with your team. The law on AI-generated material is still developing and differs between countries, so we recommend that your legal team reviews the terms.