- Date
- 30 JANUARY 2024
- Author
- LUCIA MARINELLI
- Image by
- ETRO PRESS OFFICE
- Categories
- Fashion
Etro’s New Spacetime: Exploring Futuristic Dimensions in Dialogues with AI
In an era where AI is increasingly intertwined with the art world, it's easy to overlook the crucial human involvement in the creation of final works. Recognizing and celebrating collaborations that highlight the synergy between humans and machines is essential for a balanced understanding of this field.
At a critical juncture in digital creativity, Etro has unveiled its SS 24 campaign, striking a chord with our contemporary Zeitgeist. The artist Silvia Badalotti, in partnership with the brand’s art director Marco De Vincenzo, engaged in a unique dialogue with AI to produce stunning, futuristic paintings.
Their creations evoke the essence of Pre-Raphaelite art, yet they are born from pixels and digital visions rather than traditional brushes and paints. The scenarios and figures they depict are imaginative utopias, transcending both physical and logical boundaries. The energy that infuses these works is distinctly human, resonating with the fundamental principle of fashion: the limitless potential of each body to redefine itself through new forms.
We had the privilege of interviewing digital artist and prompt designer Silvia Badalotti. Here, she shares her insights and experiences.
Can you share how your collaboration with Etro began and the inspiration behind 'Nowhere' the Advertising Campaign for the SS24 Collection?
My collaboration with ETRO began thanks to Marco De Vincenzo, who discovered my work on Instagram. We share a similar creative drive, and evidently, he recognized similarities between us, seeing himself in my creative imagery.
When he first explained the inspiration behind the NOWHERE SS24 collection, it became clear to me that outside of artificial intelligence, there was simply no better way to represent it.
How did you develop the dialogue with Marco De Vincenzo, Creative Director of the iconic Italian brand, for this project?
I immediately felt a strong connection with Marco, particularly in our shared sensitivity to certain artistic aesthetics. This allowed me to quickly immerse myself in his world and offer him various visions of his collection within a short time frame.
It was a highly intricate process that engaged us for many months. Those who use and work with artificial intelligence understand that the process is neither simple nor immediate, especially when perfection is the goal. For this ADV campaign, I created over five hundred images, carefully selecting about a hundred to present to Marco De Vincenzo.
In discussions about AI in art, the human element often seems overshadowed, with AI perceived more as a creator than a tool. What's your take on this, and how did it influence your approach to creating the visuals for 'Nowhere'?
Human interpretation, inspiration, emotional experience, and intuition are crucial elements in artistic creation and cannot be fully replicated by an algorithm. Therefore, I believe the ideal scenario is a harmonious collaboration between artificial intelligence and humanity, where both elements integrate to produce unique and innovative results.
For the realization of this campaign, many individuals collaborated. There were shooting days for photographing the clothes, casting sessions to select models resembling the figures created with AI, makeup artists, hair stylists, and post-producers. On set, there were approximately thirty people! As you can see, human input remains absolutely necessary.
Your works give the impression of Pre-Raphaelite paintings coming to life and leaping into the future. Did you draw from any art historical references while creating the prompts for these pieces?
I'm pleased to hear that this blend of Raffaello and futurism is evident in the images!
That's precisely what I envisioned when observing Marco's work. As I mentioned earlier, many things connect us, particularly our deep love for art history and the iconographic past, while also being drawn to the unknown, to the new, and to NOWHERE.
Lastly, what advice would you give to artists who are just beginning to explore the realm of AI in their creative process?
Providing advice on a personal creative process is challenging. However, I suggest involving artificial intelligence minimally and never settling for its initial output. The prompt must be crafted meticulously, with a profound understanding of art in its absolute sense, to prevent homogenization from occurring.
