Latest news with #Desigual
Campaign ME
2 days ago
- Business
- Campaign ME
The realness guide: How to keep campaigns authentic with AI?
AI is changing the design – fast. From branding visuals to full-blown ad campaigns, it's helping businesses move quicker and spend less. However, research found around 50 per cent of consumers may feel uneasy about AI-generated ads, viewing them as inauthentic and undermining brand credibility. The growing AI design market The global AI in design market is projected to reach $7.5 billion by 2030, growing at a CAGR of over 23 per cent. In the MENA region, countries like the UAE and Saudi Arabia are investing in creative AI startups and AI-driven advertising. For instance, some MENA organisations like National Bank of Oman or Qatar Tourism are already using fully AI-generated marketing campaigns. More teams are jumping in. Around 66 per cent of marketers now use AI tools, especially for content creation. Startups and small brands are using them for everything from logo concepts to social media posts. Canva even reports that 75 per cent of marketing teams have boosted their AI budgets this year. And it works – when done right. AI-generated visuals have outperformed traditional content in some campaigns, with up to 26x higher engagement, as recent studies show. Some MENA organisations like National Bank of Oman or Qatar Tourism are already using fully AI-generated marketing campaigns. But there's a catch: people can tell when a brand loses its human side. In fact, nearly half of consumers say AI-made ads feel off – too polished, too generic. So it's safe to say that AI is a powerful tool, but it's just that – a tool. The real magic happens when brands combine AI's speed with human intuition and storytelling. Here are a few ways to do just that – and keep your creative work feeling real: 1) Realism and accuracy In some cases, AI-generated visuals can indeed be more eye-catching and aesthetically appealing. But eye-catching doesn't always mean trustworthy. If an AI-generated image oversells a product like flowers, food, or home decor, and the real item doesn't match, brand trust takes a hit. That's why, in commercial use, the attractiveness of AI visuals must be balanced with realism and accuracy. A great example of a realistic campaign comes from Desigual, which launched its first full AI-generated campaign with real garments. Created in partnership with Neural Fashion AI, the visuals were crafted entirely with artificial intelligence. 'Behind every generated image, there are human decisions: carefully crafted prompts, art direction, studio management, retouching,' said Sergio González Calmaestra, Desigual's AI Lead. This shows it's not the tool, but the vision that matters. For marketers, the challenge is finding the balance between AI creativity and real-world accuracy. 2) Human interaction and personalisation are essential The secret to branding with AI? Use personalisation. To make sure your content stays you, AI needs to be trained on the things that define your brand – guidelines, colour palette, typography, logo, and tone of voice. How to make it work: Use successful generation examples to train a base model. For particular tasks (ads, social media, product launches), create unique sub-models. Create mood boards using brand worlds, visual cues, and 3D assets. It's simple to maintain your visual identity and consistency at scale with tools like Adobe Firefly or Runway ML. Train your AI with real brand values and people-first storytelling. Add emotion, humour, and empathy – that's what makes content connect. To humanise your output: Use narrative in campaigns Build feedback into your AI prompts Always run visuals by a real creative team Think of AI as the sketch. The human just finishes the piece. No high-quality AI visual should remain untouched – refine the output by adjusting details, enhancing emotion, or replacing awkward elements. This editing must be done manually, with a clear understanding of the creative objective. 3) Educate Your AI and Your Design Team AI visuals should never go straight from prompt to post. At Flowwow, we've built a collaborative review process to make sure each image feels real, looks right, and matches the brand. Here's some tips from our team: Variety first, then curation. Create several versions, but let the people decide what's best. We choose photos according to brand fit, composition, and realism. Reviews of Internal Designs Encourage teams to conduct frequent creative reviews. At Flowwow, we have internal reviews and assign a specific AI designer to look over all produced images prior to usage. Create Quality Checklists Establish standards for examining structure, lighting, texture, facial expressions, and anatomy. These checklists help preserve the team's visual intuition and foster a refined design taste, rather than replacing it with the AI's default aesthetic. Train Teams to Spot 'Lifeless' Elements At Flowwow, we host sessions on visual literacy – from how light behaves to what gives an image depth or emotion. We also cover common AI glitches, like plastic hands or lifeless eyes. 'A prompt is not just a picture description – it's a structured set of parameters, style directions, references, and technical modifiers that guide the AI to generate what you actually need. To make this process efficient, we've created a prompt engineering toolkit with a curated library of tokens and Midjourney profiles,' said Arina Timusheva, AI-design mentor at Flowwow. 4) 3D Visuals Instead of Costly Photoshoots AI is becoming a powerful tool for content production – especially when budgets or timelines are tight. What once took months of planning, props, and post-production can now be done in weeks, with fewer people involved. According to Canva, AI-powered tools and 85 per cent of marketers save a full workday every two weeks. On top of that, brands get consistent visuals across all channels. Instead of setting up expensive shoots, AI can now create realistic 3D renders of your product – faster and cheaper. In April 2025, UAE retailer Brands for Less launched its first fully AI-generated summer campaign. The visuals – from models to backdrops – were created entirely with AI. The campaign ran across the UAE, Saudi Arabia, and Southeast Asia. 'AI influencers helped us connect with a younger, social-first audience,' said Samar Ragheb, Influencer Marketing Manager. 5) Unlock Creativity with AI Indeed, when it comes to hyperrealistic or surreal imagery, AI visuals are often bolder and more striking than traditional photography. These visuals stand out in feeds and are perfect for campaigns that need something unexpected. Try these tools: Krea AI – turns PNGs or text prompts into 3D-style mockups turns PNGs or text prompts into 3D-style mockups Kaedim or Sloyd – generate custom 3D objects for e-commerce The final result always depends on how well your model is trained and customised. For more unexpected visual ideas during the concept phase, try adjusting Midjourney's 'Chaos Mode' for Out-of-the-Box Creativity in brand campaigns. Some quick tips: –chaos 0 = uniform results –chaos 40+ = wild and varied creativity Ideal range: 20–40 for semi-structured exploration As an example of creative AI campaign with an art installation, BMW transformed its electric car into a moving work of art at Art Basel. They used artificial intelligence (AI) (StyleGAN) to project generative images from 900 years of art history straight onto the car's exterior. An eye-catching installation that reaffirmed BMW's reputation as a company that can successfully combine art and technology. Here, AI didn't replace the artist – it expanded the possibilities. As a designer, I don't see AI as competition – for me it's a co-creator. The idea still starts with us. The feeling still comes from us. But the final touch is always human. For startups and SMEs, AI offers a way to level the playing field with larger brands, enabling faster and more scalable creativity. But the real magic happens when human intuition and machine learning work together. The brands that will truly shine in this new era are those that experiment boldly, customise their tools, and always keep the human perspective at the core. By Darya Buchakova, Design Director at Flowwow.
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
The Barcelona-based fashion brand Desigual reaffirms its commitment to international creative collaborations. Following previous partnerships with names such as New York designer Tyler McGillivary and French couturier Christian Lacroix, the brand introduces a new capsule developed in collaboration with Botter, the Amsterdam-based label founded by designers Lisi Herrebrugh and . Titled "Rise & Fall: Anatomy of a Jump," the collection presents a visual and conceptual reflection on movement, change, and freedom of expression through fashion. Combining the identities of both brands, the unisex capsule narrates the phases of a jump — from impulse and tension to fall and release — through kinetic silhouettes that merge structured tailoring with fluid forms. The pieces reimagine elements from Desigual's archive with a contemporary lens, highlighting technical fabrics, architectural cuts and aesthetic details that echo the fluidity of water. With this partnership, Desigual strengthens its international presence, particularly in Northern Europe, where Botter maintains strong cultural roots and a strong resonance with younger consumers. The collection will be available online and in stores from August 26. This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
The Barcelona-based fashion brand Desigual reaffirms its commitment to international creative collaborations. Following previous partnerships with names such as New York designer Tyler McGillivary and French couturier Christian Lacroix, the brand introduces a new capsule developed in collaboration with Botter, the Amsterdam-based label founded by designers Lisi Herrebrugh and . Titled "Rise & Fall: Anatomy of a Jump," the collection presents a visual and conceptual reflection on movement, change, and freedom of expression through fashion. Combining the identities of both brands, the unisex capsule narrates the phases of a jump — from impulse and tension to fall and release — through kinetic silhouettes that merge structured tailoring with fluid forms. The pieces reimagine elements from Desigual's archive with a contemporary lens, highlighting technical fabrics, architectural cuts and aesthetic details that echo the fluidity of water. With this partnership, Desigual strengthens its international presence, particularly in Northern Europe, where Botter maintains strong cultural roots and a strong resonance with younger consumers. The collection will be available online and in stores from August 26. This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion United
14-07-2025
- Business
- Fashion United
Desigual embraces artificial intelligence to expand its creative universe and optimise its operations
The emergence of generative artificial intelligence (AI) in the fashion industry has been as rapid as it has been provocative. First came astonishment, then experimentation, and finally, a more critical stage in which many brands are asking themselves: what role do we want to play in a creative ecosystem increasingly mediated by this technology? In this new scenario, a hybrid logic is beginning to prevail in which the human and the artificial do not compete, but complement each other. It is a delicate balance, especially in a sector where aesthetics, emotion and innovation make all the difference. The key question is no longer whether to use AI, but how to do so without losing the soul of the brand. FashionUnited spoke with Roser Bagó and Minerva Garcia —co-founder and expert respectively— of the creative start-up Neural Fashion and Sergio González, AI Lead at Desigual. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. The Barcelona-based firm, immersed since 2019 in an ambitious rebranding process, has found in AI not only a creative tool, but a way to consolidate its market positioning. One of the pillars of this integration has been Awesome Lab, the open innovation programme with which Desigual has been collaborating with technology start-ups for years to accelerate its digital transformation. In its latest edition, focused exclusively on generative artificial intelligence, the company has explored applications ranging from product design to personalised marketing. Among the most prominent projects is its alliance with Neural Fashion, a start-up with whom they have created their first editorial campaign with real garments generated entirely with artificial intelligence. Using a combination of tools such as Flux, OpenAI models and upscaling systems, the brand achieved an interesting visual proposal. But beyond the result, what has been relevant is the approach. Desigual does not use AI as a simple aesthetic resource, but as a coherent extension of its visual language. A tool that amplifies, not substitutes. Creative experimentation without fear Desigual does not conceive of AI as a simple one-off solution, but as a structural lever that cuts across multiple areas of the company. Although the brand has only been working with this technology for a little over a year, it has already left the exploration phase behind and is fully in application mode. The commitment goes far beyond marketing. As González explains, in the marketing department, for example, it is used to generate visual concepts, write creative proposals or experiment with new narratives. In the product area, AI enriches the design phase. Other departments such as IT or finance benefit from the automation of repetitive tasks and the optimisation of workflows. 'We were asked to be as creative as possible and not be afraid to make mistakes,' says González, stressing that Thomas Meyer, the brand's founder, has driven this philosophy of fearless experimentation. Behind every image generated there are human decisions. Careful prompts, art direction, studio management, retouching. 'AI is just another tool in the hands of imagination that also helps us free up resources to invest in larger traditional campaigns. We are not looking to replace anyone, but to expand the possibilities,' explains González. Technological limits The path towards the total integration of AI is not without its obstacles. While Desigual is moving forward firmly, other brands have had more complex experiences. This is the case of the Dutch brand Labfresh, which after four seasons decided to abandon the use of AI in its campaigns. The reason: low performance on social media and technical difficulties such as inconsistency in the generated models. From Neural Fashion, the creative and technical team that has helped Desigual to materialise its latest campaign generated with artificial intelligence, recognise these technical challenges, but offer an alternative and proactive view in the face of such obstacles. They do not deny that there are challenges such as the aforementioned inconsistency in generated faces. In fact, they openly acknowledge it as one of the most demanding aspects of working with generative AI in fashion. However, their approach is not to avoid the problem, but to rethink the rules of the creative game. Rethinking the rules of the creative game According to them, the secret is not to force AI to replicate traditional processes to the millimetre, but to build campaigns from the limitations and strengths of the technology itself. In other words, it is not about expecting AI to produce a perfect photoshoot, as a human team would do in ideal conditions. It is about using it to create something different, even unexpected, that connects with the audience in a different way. This philosophy has guided their collaboration with Desigual: if they knew that generating ten identical images of the same face was technically unstable, they opted for visual narratives that did not depend on that precision. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. In addition, Garcia, an expert from the Neural team, stresses that we are dealing with a technology in full evolution. What seems like a limitation today may be solved tomorrow with a new tool or technique. Therefore, their working model is not based on a single platform or AI engine, but on a dynamic integration of different models and resources, which are adapted to the specific needs of each campaign. This ability to move with agility within a changing environment is what, they assure, allows them to continue obtaining results that combine the best of technology with a profoundly creative vision. Where other brands may see frustration or underperformance, Bagó, co-founder of Neural, invites us to see untapped potential. For them, AI is not here to replicate what we already knew, but to open up new ways of imagining, telling and showing fashion. Always with one caveat: those who approach AI expecting an exact, closed and definitive solution will probably be disappointed. Those who do so with an open and curious mind will find fertile ground for fearless experimentation. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. Now one of the projects in development is the generation of images for product pages with consistent models, exploring the possibility of using digital twins that allow maintaining visual coherence between multiple images of the same face. H&M, for example, has already begun to implement this technology by creating digital replicas of real models for its marketing campaigns and social media posts, always with the consent and compensation of the models involved. In this context, the brand underlines the importance of being transparent with the user: all realistic images created with AI must be presented to consumers duly labelled, thus avoiding misunderstandings and earning the public's trust. Far from hiding the technological origin, Desigual makes it part of the creative discourse. The case of Desigual is an example that the future of visual communication will not be exclusively human or completely artificial. It will be hybrid. An ecosystem where technology amplifies creativity, frees up time and resources, and allows brands to tell more stories without losing their essence. In this coexistence, the key is not to ask AI for what only a human being can offer: sensitivity, intuition, emotion. And, at the same time, to take advantage of its potential to push the limits of what is possible. This article was translated to English using an AI tool. FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@
