New York – Artificial intelligence was the guest of honour at a New York Fashion Week (NYFW) dinner hosted by the luxury brand.
Rag & Bone invited guests to wear pieces from its latest collection and to attend a NYFW dinner. At the event, guests and a cast of performers were captured using a 3D camera – so they could be translated into avatars – while an AI system recorded and learned their actions during the evening.
The result is a conceptual, eight-minute campaign film that was edited by the AI, set to a score by Thom Yorke. It shows both real versions of the guests and avatar versions from the point of view of the AI. Rag & Bone is not the first brand to outsource its creative work to algorithms – car brand Lexus recently used AI to script and edit a campaign.
By exploring the relationship between fashion and technology, and translating its clothing into the digital realm, Rag & Bone is showing how designers can disrupt the predictability of fashion week.