OPEN ABOUT HOW OUR PHOTOS ARE MADE
Yes, we use AI.
On our own terms.
We use AI tools for some of our photos, visualisations and creative productions. Behind each of these materials there is still a human: the idea, the art direction and our team.
“Escape the ordinary” is not just about clothes — it’s also about the way we tell their story. We are a brand open to experiments and new technologies, but never at the cost of what you get in your hands.
Four rules,
we stick to
We wrote them down for ourselves before we wrote them down for you. They apply to every piece of content we publish.
Humans lead the way
The idea, the moodboard, the choice of models, light and framing are all created by our creative team. AI doesn't get free rein — it gets a brief.
A tool, not a replacement
We treat AI like a camera, a lens or an editing table. It speeds up certain stages, but it doesn't invent our collections and doesn't replace creativity.
No shortcuts
From the outside it looks like a few clicks. In practice, a single shot means dozens of iterations, corrections and comparisons with the real product. It's often more work than a classic photo shoot.
The product, no tricks
Most importantly: you get exactly what you see. The colour, print, length and texture always come from a real piece.
How a shot
like this is made
Our photos don't create themselves. Behind each of them stands a team with years of experience in the fashion industry: people who have built brand strategies, set creative directions, run photo shoots, styled looks, built set designs, worked with light and decided what makes it into a campaign.
Today they do exactly the same. Only the tool has changed.
Every shot starts with an idea, a creative vision and a series of decisions made by people. AI helps us bring them to life faster and gives us more creative freedom, but it doesn't replace experience, aesthetic judgement or responsibility for the final result.
Humans create the concept.
AI helps bring it to life.
We never change
the product itself
This is a line we don't cross. We verify every product against a physical piece that really exists and that we ship to you. We want what you see in the photo to be exactly what you take out of the box. The product is real. Everything else — the mood, the light and the surroundings — is a creative composition made by our team with the help of AI tools.
We don't boost the colour or the intensity of the print
We don't change the cut, the length or the way the fabric falls
We don't add details that don't exist on the real garment
NewThe scenery in this photo was created with AI tools. The cut, colour and print reflect a real piece.
Short and to the point
How do I know it's AI?
From the label on the product page and the note under the gallery. If a material was created with AI, we say it outright.
Will the product look different?
It shouldn't. We verify every shot against a real piece and do our best to reflect it as accurately as possible. If something still doesn't match, write to us — we'll take it seriously.
Will you keep developing this?
Yes — experimenting is in our blood. Just as we play with shapes, colours and prints on our clothes, we keep looking for new ways to show them. It's simply our style.
Got a question
or a doubt?
Write to us. Your feedback genuinely changes how we design and present our products.