AI Editorial Shoot · 2024
HEMA
HEMA
BOTCHA
A designer made the clothes. We reimagined how to show them. What happens when haute craft meets AI — and the garment takes on a life of its own.
A designer made the clothes. We reimagined how to show them. What happens when haute craft meets AI — and the garment takes on a life of its own.
Hema Botcha designs with materiality at the centre — sheer silks, sculptural jewellery, veils that catch light and move like water. The garments are real. Handmade. Tactile. But a traditional shoot would have kept them earthbound.
So we didn't do a traditional shoot. Working with the real pieces as reference, Dot Studios used AI to place them in spaces that don't exist — and on forms that aren't quite human. A mannequin with no face. A figure consumed by fabric. A ghost wearing a gown. The result is a body of work that's part campaign, part art direction, part conceptual fashion film.
Two worlds, one collection: the photographs show what the clothes are. The AI shows what they could become.
The garments are real.
The world around them was built.
