So you are a brand. A new one, 100% bootstrapped.
You have just enough money to shoot in a studio…but not enough capital to go on a trip and shoot a proper lookbook.
This is what we had, to start with.
You are Japanese but, somehow (call it serendipity!), you get in touch with us…and here is where the idea hits us, collectively: what if we treated that limbo background as a possibility, rather than a void?
…a stage backdrop or, rather, a whole environment, which your models can inhabit.
So we started to experiment. We didn’t want this to feel like your average AI slop, or a glorified photomontage, so we approached the experiment, simultaneously, from both a technical and an artistic perspective.
We developed a concept (the only constraint being that the styling and the initial posing were a given: in hindsight it would be ideal if we could do the studio shooting after having picked a concept), discussed visual references and then fed those to a workflow (itself the subject of many iterations).
…and, ultimately, we plunged our models into the synthetic world we created. Did we mention that we were able to create videos on top of static imagery?
Greetings from the Japan!
The result is a full-fledged lookbook, soon to be released, showcasing the brand’s debut collection in a more varied and suggestive context.
P.s. For those wondering about the practicalities, this wasn't free. However, it was significantly more cost-effective than a multi-day production in various locations throughout Hokkaido!