Context
Luxury now operates inside environments defined by speed, volume, and algorithmic circulation.
Images no longer function as isolated artefacts.
They operate as continuous systems, distributed across social platforms and sustained through repetition.
They operate as continuous systems, distributed across social platforms and sustained through repetition.
This project examines AI-generated imagery not as a tool,
but as an infrastructural shift in how luxury images are produced, multiplied, and governed.
but as an infrastructural shift in how luxury images are produced, multiplied, and governed.
The focus is not technology itself,
but the systems that determine visibility, coherence, and authorship at scale.
but the systems that determine visibility, coherence, and authorship at scale.
System Logic
The system operates through generation rather than creation.
Meaning is not embedded in individual images,
but emerges from consistency across outputs.
Authorship is not expressed through manual control,
but through the design of constraints, references, and behavioural rules.
Meaning is not embedded in individual images,
but emerges from consistency across outputs.
Authorship is not expressed through manual control,
but through the design of constraints, references, and behavioural rules.
Image as System, Not Asset
Images are no longer singular outcomes.
They function as repeatable outputs within a defined visual logic.
AI does not replace authorship.
It redistributes it across structure.
Consistency is not maintained through selection,
but through system design.
Control shifts from execution to calibration.
They function as repeatable outputs within a defined visual logic.
AI does not replace authorship.
It redistributes it across structure.
Consistency is not maintained through selection,
but through system design.
Control shifts from execution to calibration.
Social Platforms as Primary Context
Social platforms are not secondary channels.
They are the environments where images acquire meaning.
This requires image systems that are:
– Instantly legible
– Structurally coherent
– Capable of repetition without degradation
The system prioritises circulation over permanence.
They are the environments where images acquire meaning.
This requires image systems that are:
– Instantly legible
– Structurally coherent
– Capable of repetition without degradation
The system prioritises circulation over permanence.
Control Through Parameters
Creative authority is exercised through parameters, not gestures.
Rather than designing individual images,
the system defines boundaries, references, and behaviours.
Quality is enforced structurally,
not editorially.
Authorship becomes infrastructural.
Rather than designing individual images,
the system defines boundaries, references, and behaviours.
Quality is enforced structurally,
not editorially.
Authorship becomes infrastructural.
Why This Matters
This system demonstrates how luxury can operate visually
within environments defined by scale, speed, and algorithmic distribution.
It shows how AI can be integrated without eroding brand authority,
by shifting creative control from output to structure.
The future of luxury imagery is not handcrafted singularity,
but controlled multiplicity.
within environments defined by scale, speed, and algorithmic distribution.
It shows how AI can be integrated without eroding brand authority,
by shifting creative control from output to structure.
The future of luxury imagery is not handcrafted singularity,
but controlled multiplicity.