LONDON — Victoria Beckham is merging the best of artificial intelligence and real life photography in her label’s latest handbag campaign.
She worked with an AI artist to produce eight images featuring models carrying the bag, which was shot separately and then integrated into the AI images in post-production.
In one image, a female model is laying down on what looks like the inside of a car with a black dog in her lap and a Dorian bag, a square shape with a B buckle, by her side. The bag was inspired by a vintage briefcase that David Beckham gave his wife.
Related Articles
“We produce amazing shoots with incredible talents throughout the year, but we’re always looking for new ways to express the Victoria Beckham aesthetic in new and unexpected ways. We already experimented with AI animation back in 2023 when we launched the Chain Pouch and wanted to explore the technology and see what it could offer,” Beckham told WWD.
You May Also Like
She added that the AI campaign is part of a larger one that’s due soon with a real model and photographer.
“The idea here was to explore a new tool and challenge the brand imagery while tackling the standards,” Beckham said.
She described the process to produce the AI campaigns as a “long and time-consuming process” as the tool is still new and ever-evolving. There was a lot of fine tuning involved and the concept changed throughout as the team toyed with the AI tools.
Beckham had a cinematic image in her mind, she said. Her goal was not to imitate reality, but rather create “something that looks like a scene from a movie that never existed, in between yesterday and tomorrow.”
As reported, the company saw revenue and profits rocket in 2023, with the company reporting “substantial” growth in wholesale, online and in its Mayfair flagship.
It reported a 52 percent uptick in total revenue to 89.1 million pounds compared with the previous year. Last year was the third consecutive period of high-double-digit growth.
According to the company, sales momentum has continued into 2024 across all product categories, and despite lackluster demand in the luxury market.
In 2023, adjusted EBITDA, or earnings before interest, taxes, depreciation and amortization, reached 1.8 million pounds, compared with 200,000 pounds in 2022.
When results were published in August, Leblanc said following a repositioning in 2021, 2023 was a strong year of progress for the company, praising the success of Paris Fashion Week shows, new partnerships and positive performance across direct-to-consumer channels and leather goods.
In producing stand-alone handbag campaigns, Beckham wants to establish the category into “the brand’s vocabulary and allows us to talk properly about the inspirations behind them. It’s also the opportunity to synthesize our visual language into a single piece,” she said.
“We presented this style some months ago to big buyers, amongst others, when we were selling our next pre collection, and the response from the market was unanimously positive. I guess its versatility answers the needs of clients who might have an intense work life but also a social one and want to be able to go from desk to dinner,” she added.