Fashion Quarterly launches New Zealand’s first AI-driven fashion shoot via Stanley St
Stanley St has reimagined fashion photography with New Zealand’s first AI-driven photoshoot for Fashion Quarterly. The agency has used advanced, generative AI to produce an array of distinctive imagery, showcasing the latest collections from New Zealand’s most talented designers.
Stanley St’s collaboration with leading fashion magazine, Fashion Quarterly, is the first of its kind in New Zealand. The project team used advanced, generative artificial intelligence to transform individual images of models, combining them with various flat-lay images of garments and accessories, into a vibrant range of fashion ensembles. This pioneering approach highlights the versatility and potential of AI in the fashion industry, while serving as a testament to the agency’s commitment to innovation and creativity.
Born out of Stanley St’s new AI division, the Fashion Quarterly collaboration marks a significant milestone in the fusion of fashion, technology, and creativity.
The AI fashion shoot features a diverse array of styles, from elegant evening wear to avant-garde streetwear, showcasing the rich talent of New Zealand’s fashion designers. The collection, viewable in the latest edition of FQ, will also be featured across various digital and print media platforms, representing the harmonious future of fashion and technology.
Says Sarah Murray, owner and editor-in-chief of Fashion Quarterly: “Working with AI was a real challenge for us. I think our art director put it best when she said ‘it was like doing a fashion shoot backwards’. Working with New Zealand fashion designers the most important aspect for us was to get their clothing creations as close to reality as possible so we could showcase them in their best light. I think everyone who worked on this can agree that it became one of the most difficult aspects of this fashion editorial.”
Brad Collett, ECD at Stanley St, reflects on the evolving mastery of AI in creative processes: “Our aim was to create something unique and inspiring. The way the team transformed basic images into complex, layered compositions is a testament to the power of AI in enhancing creative vision.”
Says Tau Matenga, head of digital at Stanley St: “This project was an insightful exploration of AI’s current capabilities and limitations. While AI excels at generating inspirational artwork, achieving precise detail remains a challenge. However, the rapid development of AI technologies suggests it’s only a matter of time before these limitations are overcome.”
Says Reem Rassam, AI specialist, Stanley St: “We believe this is just the beginning of a new era in fashion photography. Our capabilities open up new possibilities for creatives and clients to express themselves in a whole new approach.
“Working with Gen AI in our latest fashion project here at Stanley St was a game-changer. Not without its challenges, but the results are not just photos, but works of art – stunning and beautiful. It’s exciting to be at the forefront of this evolutionary technology, reshaping the way we create.”
With cutting-edge production capabilities, Stanley St is operating at the forefront of integrating AI into creativity, design, video and audio production. This project not only demonstrates the vast potential of AI in revolutionising fashion but also signals a new era in retail, design and photographic innovation. Readers can experience the future of fashion imagery and view this ground-breaking work in the latest issue of FQ on sale now.
4 Comments
I guess when you’re shedding staff AI is a viable backup option.
Ahead of the game?
A nice way to end the Year of AI with some typically smooth shiny slightly distorted imagery with inconsistent lighting and a hollow feeling.
I’m guessing AI did the type direction too?
In a world where authenticity and relatability are more important than ever, especially in the fashion and beauty industry, this sure is going to the opposite direction. How many women would feel inspired by these fake figures?
And what of the ‘Creatives’ AI will displace? The whole team of people usually involved in a fashion shoot.
What of the ‘skills’ these people have built up throughout a lifetime – will they (both skills and people) now be redundant?
Would we rather replace the carefully crafted human element of an image with this soulless, shiny, distorted pap?
The most worrying thing of all is the fact that AI imagery will largely be created by people with a background in IT. What do they know of light, form, composition, and beauty … other than the elements that have been fed to them by an algorithm.