The AI glitch translated to a fashion brand.
TYPE OF WORK
Brand Creation / Creative Direction / Art Direction / Fashion Campaign / AI Visual Development
OVERVIEW
Created WIWIMI, a conceptual fashion brand born in the age of AI. The campaign “Enter the Glitch” explores beauty in system errors, where garments subtly disrupt perfect digital logic and force the body to renegotiate movement.
MY ROLE
Created the brand name, concept and positioning.
Designed the brand identity and symbolic system.
Art directed the campaign world, key visuals and hero film concept.
Designed the experimental garments and product concepts.
Developed AI image prompts and visual language for conceptual campaign.
Directed the social extension and campaign storytelling.
CHALLENGE
Imagine a fashion brand native to the AI era while avoiding the sterile perfection often associated with generative systems.
CREATIVE APPROACH
Focused on the moment when the system breaks. Garments introduce subtle structural glitches — missing legs, multiplied sleeves, constrained movement — revealing the human body negotiating imperfect design.
OUTCOME
A fully developed conceptual fashion brand with manifesto, campaign system, hero film, key visuals and experiential activation designed to live across fashion, social media and cultural spaces.
Creative — Art Director — Brand Designer
Manifesto
We were born in the age of artificial intelligence.
Where perfection is generated instantly.
Where everything fits.
Everything works.
Everything optimizes itself.
But perfection is boring.
So we looked at the system
right when it breaks.
The moment the image glitches.
When a sleeve multiplies.
When a leg disappears.
When the body has to renegotiate space.
WIWIMI lives inside that moment.
Not broken. Not wrong.
Just slightly off.
WIWIMI
When the system fails,
the human appears.
Enter the glitch.
[Soon here, full integrated campaign]