Etro’s Spring Summer 2024 Campaign Was Made With Artificial Intelligence

Marco De Vincenzo, Etro’s Creative Director, teamed up with digital artist Silvia Badalotti to create a visual narrative entitled “Nowhere,” for Etro’s Spring/Summer 2024 campaign. The artists pushed the boundaries of traditional fashion advertising by integrating Artificial Intelligence (AI) into the creative process.

The campaign showcases a collection of digital artworks that blend the ethereal and the surreal, drawing viewers into a world where the boundaries of reality are artistically blurred. These AI-generated images, reminiscent of pixelated paintings, feature otherworldly landscapes and abstract forms that challenge conventional perceptions of fashion and beauty. The scenes, ranging from celestial expanses to futuristic architectures, are imbued with a sense of dynamic energy and genetic diversity, hinting at a deep exploration of identity and expression within the digital realm.

According to the press release, the intention behind the campaign was to explore the symbiotic relationship between human creativity, art, and technological advancement. De Vincenzo showed a sneak preview of the campaign and captioned an image:

“I didn’t know what AI really was before I met @silvia_badalotti_‘ swork .Together, we embarked on a journey to a parallel universe where infinite possibilities lie and learned that, time and time again, only the heart can take you far. ”