Inspired by the weird tension surrounding Gucci lately, I wrapped up a short AI fashion film exploring luxury through a slightly more uncomfortable lens.
Drawing from Guy Bourdin, David Lynch, 90s fashion noir and the invasive language of paparazzi photography, I built the film around surveillance, tension and the Horsebit as an object of obsession.
Paparazzi flashes, hotel corridors, controlled glamour, and the feeling that something happened just before the camera arrived.
A small experiment in AI creative direction, playing with fashion imagery that feels less polished, more voyeuristic, and a little wrong.
Unofficial concept. Not affiliated with Gucci.
Fashion Fiction, Music Muses.
Gucci has always been one of my favorite fashion houses, and this time I took inspiration from the visual world of Gucci Bloom to create a 15-second AI fashion film.
The idea started with one word: Bloom.
To bloom as movement, transformation, rebirth.
I chose black and white to strip the world back to form, light and gesture, letting choreography carry the narrative. Across the film, individual dancers gradually move as one collective body, somewhere between a fashion image and a living organism.
The final overhead shot completes the idea: the dancers become petals, forming a human flower in bloom.
A small experiment in AI creative direction, translating fragrance packaging, music and choreography into a visual narrative.
Unofficial concept. Not affiliated with Gucci.