One of the first brands to use AI in this manner, Etro is paving the way for future technological advances in the fashion industry. Their SS24 campaign draws inspiration from the idea of “nowhere”, a place that’s only available via imagination — and, in turn, artificial intelligence.

Creative Director Marco De Vincenzo collaborates with digital artist and prompt designer Silvia Badalotti to create a series of synthetic images that explore this idea — and tap into the world of possibilities that emerge when the human and the machine come together. To accomplish such a feat, Badalotti lead AI through infinite possible scenarios, teaching it how to reproduce creative thinking on its own. Pushing past the logical and possible, the images show otherworldly environments and scenarios, from new forms of architecture to never-before-grown vegetation. Existing without time or a grounded space, they are creative explorations that are wonders to the eye.

Take a look…