Independent contemporary menswear brand MKI MIYUKI ZOKU and creative studio XPLOR have woven together cutting edge technology and creative craftsmanship to create a realistic world, all within a virtual production studio.
Shot in collaboration with the XPLOR team at Production Park in West Yorkshire, MKI are believed to be the first brand to produce their campaign images in a traditional
shoot using a virtual production set with completely AI generated environments.
Creative Director Vik Tailor said: “At MKI, innovation is at the heart of everything we do. Just as we search for new ways to craft our products and fabrics, we are bringing our passion for creativity to the SS24 campaign. Using XPLOR’s expertise in virtual production and AI technology allowed us to expand our creative output and showcase the collection in the very best way.”
The shoot took place in XPLOR’s virtual production studio at Production Park. The XPLOR team created a cinematic image of a sun-drenched Mediterranean marble quarry, which was then displayed on a huge 12m x 4m LED screen to give the illusion of being on location. XPLOR created the images using a cutting edge AI generation tool, which allowed them to develop photorealistic images that were tailored exactly to MKI’s campaign brief.
This combination of new technology and traditional fashion photography techniques makes MKI’s SS24 campaign the first of its kind.
Phil Adlam is Head of XPLOR and CTO at Production Park: “The aim of the project was to capture MKI’s latest spring / summer collection in a series of dynamic, AI crafted environments that push the boundaries of traditional fashion photography. We have some of the best technicians in the world who loved helping MKI realise their vision.
“When we put creative AI tools and virtual production into the hands of artists we find something special happens, using real models and clothes in incredible virtual locations.”
Launching Thursday 2nd of May, the 40-piece SS24 collection comprises of vacation and dress shirts, open hem trousers (and shorts), alongside technical sporty track jackets, developed with weaved technical fabrics and textures including crinkle nylon, tencel, and loose gauge knit.
The first release from MKI’s SS24 Collection will be available at 11AM GMT on the 02/05/2024 at mkistore.com and in their Flagship store.
