Creative practice · Fashion
Couture, computed.
Collections, campaign worlds and films designed as complete systems, not isolated images.
01 / Fashion
Winner
Tommy Hilfiger AI Fashion Prize2023Winner
Ecoolska AI Fashion Design2023Finalist
yoona.ai AI Design AwardBerlin · 2026Prototype
Cannes Lions interactive fashion2024
Featured collection
Celluloid Memories
Collections, not images.
Frame 001
Concept
Cinema has always been fashion’s mirror, a dark room where light passes through fragile strips of chemistry to project dreams larger than life.
This collection began in abandoned cinemas, spaces where velvet seats hold the impressions of generations. I fed these atmospheres to the system: the geometry of film perforations, the spiral mathematics of a reel unwinding, the material tension between shearling warmth and leather permanence.
Memories Collection asks: can AI understand nostalgia? Can generative systems honor craft while reimagining it?
Frame 002
Visual grammar
Concept sketches established the collection’s architectural grammar: spiral geometries, perforation patterns, projection mechanics. Silhouette directions were rooted in cinema material culture rather than in period reference.
- 40+ · Concept sketches produced
- Film reel geometry, perforation, projection · Silhouette language
Frame 003
Construction studies
Selected concepts moved into full visual exploration. Typography-integrated designs carried clapperboard details and film frame numbering. Material studies set shearling against leather. Volumetric iteration developed the spiral coat.
- 60+ · Spiral coat variations tested
- 15–20 lighting, styling and camera angles · Renders per look
Frame 004
Curation
Shortlisted designs were rendered on-model in editorial environments, then reviewed against construction feasibility, emotional resonance, collection narrative coherence and silhouette diversity.
The final six were chosen not for spectacle, but for truth.
- 247 · Total generations reviewed
- 6 · Looks that survived curation
AI is not automation. It is collaboration with a system that has no ego, no habits, no fear of the impossible.
Frame 005
Six final looks
The collection resolves in an abandoned auditorium: projection light, dust, velvet, and garments built from the machinery of film itself.
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
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 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
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.
Selected work
One idea, resolved as a collection.
Commercial work
Collection, campaign or cultural moment.
01
Collection direction
Material rule, silhouette, cast, image language and complete series.

02
Campaign world
Central idea, art direction, key images, treatment and production brief.

03
Fashion film
Narrative, movement, styling, keyframes and creative oversight.

Award
Tommy Hilfiger AI Fashion Prize, 2023.
The bubble puffer won the Tommy Hilfiger × MVFW23 AI design challenge and was produced as a digital wearable by DRESSX.

Cannes Lions · 2024
Immersive fashion experience for the Cannes Lions executive breakfast.

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.
Public record
Where the work has been covered.
Awards and recognition
- Tommy Hilfiger AI Fashion PrizeWinner · 2023 · external link
- yoona.ai AI Design AwardFinalist, yoona.ai AI Design Award, presented during Berlin Fashion Week, 2026 · external link
- Ecoolska AI Fashion DesignWinner · 2023
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





Awards, press coverage, stages and teaching. Not a client list.
Representation
Collections, campaigns and fashion films.
Available for creative representation and selected commissions across the US, UAE and internationally.



