Turning code into couture with the world’s first AI-designed fashion.
For this project at the intersection of fashion, technology and pop-culture, we helped denim experts G-Star RAW with a comprehensive US and international media push to become the first fashion brand to create an AI-designed garment.
From outlandish designs to imaginary brand mash-ups, social media is awash with the possibilities of AI-generated fashion - but while anyone with access to the Midjourney app can create a hypothetical design, G-Star RAW went one step further, pushing the boundaries of denim innovation and bringing an AI design off the screen and into the atelier. The result? The “AI Denim Cape” - a unique piece of handmade denim couture, highlighted how AI is actually being used in the real world, not just how it could be.
Against a backdrop of anxiety around the implications of artificial intelligence for jobs and creativity, we wanted to emphasise AI’s role as a collaborator, rather than a competitor, in this innovative partnership - and to reiterate the importance (and irreplaceability) of human craftsmanship which is at the heart of G-Star’s brand ethos.
We managed to cut through the news babble about Midjourney, ChatGPT and AI in general to get the story featured in 43 fashion, pop culture and trends titles, with an estimated 5.48 million views, reaching an audience of 4.59 billion.
We broke the news with an exclusive in WWD, followed by a feature in Hypebeast which generated 5,278 hypes to date, alongside positive coverage in TrendHunter, Sneaker Fortress, Just Luxe, Yahoo News and Sourcing Journal.
We also secured G-Star’s CMO, Gwenda van Vliet, an invitation to a talk at the prestigious WWD Tech Symposium this summer.
Watch the video here