For the Fall/Winter collection, MARC CAIN opted for artificial intelligence. And for the first time, the campaign has been nearly entirely created with computer-generated technology to underscore the company’s commitment to the integration of new technologies in the fashion world. The campaign was realized by SEREGEL c/o AVENGER TEAM.
The idea behind the image campaign was to integrate the models in a number of colorful flower fields in harmony with the prints and colors. Using a text-to-image program, the scenes were transformed into photorealistic images by the AI. All elements seen in the images – from flower fields to models – are computer-generated. Only the clothing used is real Marc Cain fashion with outfits photographed in the studio.
The campaign embraces the ‘Blend Boundaries’ collection ethos : Everything is fused, obscured – seamlessly blending into one another, until the boundaries between virtuality and reality are blurred or completely redrawn.
Christian Hoppe, aka SEREGEL PHOTOGRAPHY, worked as hair & makeup artist for 15 years before switching to fashion photography. Since that time, he has been busy realizing global campaigns, commuting betweeen Berlin and Sweden. He does everything himself. Photographing, filming, prompting, post, editing – an all-round genius. He sees himself as an image creator, not only as a photographer.
