Context
Luxury brands now operate within image environments defined by speed, volume, and algorithmic circulation.
Images no longer function as isolated expressions, but as continuous systems distributed across social platforms.
Images no longer function as isolated expressions, but as continuous systems distributed across social platforms.
This project examines AI-generated imagery not as a tool for efficiency,
but as an infrastructural shift in how luxury images are produced, multiplied, and perceived.
but as an infrastructural shift in how luxury images are produced, multiplied, and perceived.
The focus is not on technology itself,
but on the systems that govern visibility, coherence, and authorship in social-first contexts.
but on the systems that govern visibility, coherence, and authorship in social-first contexts.
System Logic
The system operates through generation rather than creation.
Image as System, Not Asset
Images are no longer singular artefacts.
They function as repeatable outputs within a larger visual logic.
They function as repeatable outputs within a larger visual logic.
AI does not replace authorship.
It restructures how authorship is distributed across scale.
It restructures how authorship is distributed across scale.
Consistency is maintained through system design rather than manual control.
Social Platforms as Primary Context
Social platforms are not secondary channels.
They are the primary environments where images acquire meaning.
They are the primary environments where images acquire meaning.
This requires images to be:
- Instantly legible
- Systemically coherent
- Capable of repetition without degradation
The system prioritises circulation over permanence.
Control Through Parameters
Creative control shifts from execution to calibration.
Rather than designing individual images,
the system defines constraints, references, and behaviours.
the system defines constraints, references, and behaviours.
Authorship becomes infrastructural.
Quality is enforced through parameters, not selection.
Why This Matters
This system demonstrates how luxury brands can operate visually
within environments defined by scale, speed, and algorithmic distribution.
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.
by shifting creative control from output to structure.
The future of luxury imagery is not handcrafted singularity,
but controlled multiplicity.
but controlled multiplicity.