Dr. Irina Raicu.

Creative practice · Fashion

Couture, computed.

Collections, campaign worlds and films designed as complete systems, not isolated images.

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01 / Fashion

The garments

Denim, cut and resolved.

A cropped jacket and trousers in cream with cobalt polka dots, on a faceless mannequin
Look / Polka dot tailoring
A white perforated trench over a white suit, on a faceless mannequin
Look / Perforated trench
A denim jacket and mini skirt printed with a seascape, worn with denim boots
Look / Printed denim
A floor-length indigo denim gown with structured shoulders and a train
Look / Denim gown
A lilac tailored suit with a distressed finish, worn with a small denim bag
Look / Lilac tailoring
A denim jacket over a corseted skirt with a sheer panel, on a chrome figure
Look / Corset and denim
An oversized denim jacket and wide jeans on a dark mannequin
Look / Oversized denim
A white distressed denim jacket and trousers with harness detailing
Look / White denim, harness
A distressed indigo denim trench coat with a pin-trimmed hood
Look / Pin-trimmed trench
A pale denim jacket and slim trousers with a wrapped waist detail
Look / Pale denim
A midnight blue gown printed with small motifs, worn with a denim bag
Look / Printed gown
A brown and cream polka dot ball gown with a sculpted bodice
Look / Polka dot ball gown
A denim bralette and patchwork denim trousers with a shoulder bag
Look / Patchwork denim
A column dress in white with lilac and green print panels
Look / Print column
A white dress panelled with printed strips and an open skirt
Look / Panelled strips
A brown gown with pink polka dots and a structured neckline
Look / Pink on brown
A cobalt and white patchwork mini dress worn with denim boots
Look / Cobalt patchwork
A cream asymmetric dress with cobalt dots and a printed sash
Look / Asymmetric dot
A pale pink cropped top and mini skirt with printed panels
Look / Pink set
A denim blazer and matching printed denim trousers
Look / Denim suiting

Objects

Footwear, bags, hardware.

A red chunky sneaker with a gold chain across the laces
Object / Chain sneaker
A red quilted clutch bag with heavy gold hardware
Object / Quilted clutch
A white knee boot with a red zip and gold chain trim
Object / Zip boot
A cream knee boot with a strap and gold buckle, on a red block
Object / Buckle boot
A gold cuff watch shaped as an open flower
Object / Flower cuff watch
A gold cuff set with pale blue stones
Object / Stone cuff

Selected work

One idea, resolved as a collection.

A figure in a long dark coat walking a bare projection-lit set Collection · 2026

Celluloid Memories

View project

How the work is made

Three rules I keep.

I was raised in my mother’s fashion atelier, where I learned that a collection is a set of decisions before it is a set of pictures. These rules survived.

Rule 1

One material,
one series.

A distressed indigo denim trench coat and pin-trimmed denim hood on a mannequin against a pale sweep

Denim is the constant. Working inside a single material forces the design work into cut, weight, wash, and hardware, which is where garments are actually decided. When a series leaves denim, it leaves on purpose.

Rule 2

The cast is part
of the garment.

A woman and a robot in matching lavender printed denim walking through a theater lobby

A robot mannequin carries the clothes in several series, sometimes alone and sometimes beside a model in the same fabric. The mannequin is not a stand. It changes the proportion, the joints, and how the eye reads the seam.

Rule 3

Finish it like
it will be made.

Construction study: seams, boning and pin placement resolved on a denim piece

Boning, pin placement, chain gauge, the direction of a topstitch. These get resolved even when a piece stays digital, because a garment that could not be constructed shows.

The garments are made digitally. That changes how a collection gets developed, not what makes one good. This practice runs alongside my enterprise work, not instead of it.

Commercial work

Collection, campaign or cultural moment.

01

Collection direction

Material rule, silhouette, cast, image language and complete series.

A puffer with sprocket geometry worked into the quilting

02

Campaign world

Central idea, art direction, key images, treatment and production brief.

A model in white denim walking down palace steps

03

Fashion film

Narrative, movement, styling, keyframes and creative oversight.

A long coat photographed down the aisle of an abandoned cinema

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Award

Tommy Hilfiger AI Fashion Prize, 2023.

The bubble puffer won the Tommy Hilfiger AI Fashion Prize at Metaverse Fashion Week 2023 and was produced as a digital wearable by DRESSX.

The red, white and navy bubble puffer jacket selected by Tommy Hilfiger
Tommy Hilfiger × Irina Raicu · winning jacket

The competition announcement ↗

The commercial case study lives on Selected Work ↗

Cannes Lions · 2024

Immersive fashion experience for the Cannes Lions executive breakfast.

Dr. Irina Raicu second from left on a four-person panel at the Microsoft Beachhouse in Cannes, in front of a screen reading Championing Women in AI
Championing Women in AI · Microsoft Beachhouse, Cannes · photo: Microsoft

A 3D-printed bracelet, connected to a FashionDesigner Assistant app, that changes the design printed on a T-shirt in real time from a voice command.

At Cannes Lions, I shared something close to my heart: a 3D-printed bracelet that brings fashion to life. With just a voice command, it changes the design on your T-shirt in real time, based on how you feel.

It is powered by AI and connected to my own FashionDesigner Assistant app. For me, it is more than tech, it is a way to turn emotion into wearable art, and give people a new kind of creative freedom.

The look worn on stage was generated end to end, including a screen set into the bodice that cycled images throughout the talk.

  • Winner

    Tommy Hilfiger AI Fashion Prize2023

  • Winner

    Ecoolska AI Fashion Design2023

  • Finalist

    yoona.ai AI Design AwardBerlin · 2026

  • Prototype

    Cannes Lions interactive fashion2024

Public record

Selected recognition.

Awards and recognition

Press and publications

  • ForbesCoverage of the Tommy Hilfiger winning work · external link
  • Meta AI & CreativityFeatured practitioner perspective · external link
  • EuronewsAI fashion design documentary
  • Jing Daily · Harper’s Bazaar ArtPress features

Stages and education

  • Cannes LionsExecutive breakfast · 2024
  • London College of FashionFashion Innovation Agency
  • Milano Fashion InstituteDesign methodology session
Tommy Hilfiger
Award
Forbes
Press
Meta
Press
Jing Daily
Press
Harper’s Bazaar Art
Press
Cannes Lions
Stage

Awards, press coverage, stages and teaching. Not a client list.

A symmetrical android face crowned with white and pink blossoms growing out of chrome mechanism, against a bright blue ground

Next

Machine vision, climate, memory.

Selected series, the exhibition record and the materials curators ask for.

Art ↗

Representation

Collections, campaigns and fashion films.

Available for creative representation and selected commissions across the US, UAE and internationally.

Discuss a project ↗ Request selected work ↗