With the ‘Nowhere’ campaign, Etro, Silvia Badalotti, and artificial intelligence collaborate to craft a visionary world transcending time and space.
Etro‘s Spring/Summer 2024 campaign introduces the concept of “Nowhere,” a realm conceivable only in the imagination, elevated to a new level of expression. Creative Director Marco De Vincenzo collaborates with digital artist and stimulus designer Silvia Badalotti to generate a series of scenes and representations through artificial intelligence. This campaign embodies a unique dialogue between two creatives and between a creative and a machine.
The synthetic images produced result from the interaction between human creativity and mechanical processing. Silvia Badalotti guides the AI through countless scenarios and potential environments, using her verbal inputs, shaped by her artistic experience and collaboration with Marco De Vincenzo, to steer the machine’s creative thinking towards visual forms. The campaign, reminiscent of a painting, replaces traditional brushes and colours with pixels and screen visions. The scenarios and bodies are imagined, creating physical and spatial utopias that transcend biology and logic. The energy behind these creations is human, reflecting the fundamental principle of fashion, where each body determines a new garment for itself, and the combinations of elements are virtually limitless.
Starry skies and astral maps morph into enclosed environments, while architecture evolves into never-before-seen composite styles. Indescribable vegetation grows in greenhouses, and the scenes are populated by a humanity both familiar and alien, narrating brief and extraordinary tales of infinite genetic conjunctions. The images appear to be generated in a non-place and non-time, documenting a mysterious civilization that has suddenly resurfaced or is poised to materialize shortly as a pure digital fantasy activated by humans. This campaign is a Homeric journey using contemporary tools, reaffirming the exploratory and creative urgency that has characterized humanity since the dawn of life.
Etro’s Spring/Summer 2024 campaign is an exploration of the boundaries between reality and imagination, human creativity and artificial intelligence, presenting a vision of fashion and art that is innovative and reflective of our times.
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