From analyzing trends and customer preferences to determining the best business strategies, the fashion world has adopted Artificial Intelligence in a variety of ways. Yet it is when AI is woven into the creative process that brands seem to reach the wildest results. 

Parisian fashion house Casablanca Paris has just launched its first AI venture for its latest Spring-Summer 2023 campaign. Just as the name suggests–‘Futuro Optimisto’–the Maison takes on the challenge of AI, while attempting to find a promising use for it that would lead to a hopeful future. In this case, AI was used to create images of optimism and faith, scenes in which both real and imagined worlds come together for idealistic representations of communities. 

The mastermind behind this series of artwork is British photographer and AI artist Luke Nugent. Each AI editorial features a combination of carefully-crafted composition, environment, character, and storyline. Nugent invites us to reimagine realistic sights through a dream-like haze. We find ourselves surrendering to a psychedelic space with similar-cowboy themes. Hues of yellow sand, sky blue, and emerald green let us into the new Casablanca universe where we meet imaginary protagonists. 

Despite the unique approach to this latest campaign, Nugent was able to maintain the House’s inimitable design language by working closely with Casablanca’s Creative Director Charaf Tajer, as well as a full team of creatives. They prove that we can bridge the gap between the beauty of human nature and progressive technology, creating beautiful displays of rosy tomorrows.