AI transparency
We believe in being transparent about how we create our visual content and are committed to using AI responsibly, while maintaining the quality and accuracy our customers expect from us.
How We Use AI
Product images on this website, both on-model and packshots, are created using generative AI. This applies only to product imagery, not to product information, pricing, or other content on our site.
As a starting point, we use reference material from our actual products, such as photographs of the garment or original sketches created by our designers. Generative AI is then used to create the final image. The models appearing in these images are generated using AI and are not based on any specific real individual. Styling, lighting, backgrounds and other visual elements may also be AI-generated.
The products shown are always real products from our collection.
Product Accuracy
Before an AI-generated product image is published, we review it against our reference material and product specifications. Our aim is to represent the product's design, colour, proportions, material appearance and details as accurately as possible. Product information such as materials, measurements, features and other specifications is always based on the actual product and our verified product data, never on what an AI system has generated.
Human Oversight
AI supports our creative process but does not replace human judgement. Creative decisions, quality assurance and final approval of every image remain the responsibility of our team.
Questions or Concerns
If you have a question about a specific image, or about our use of AI in general, please contact us at [email protected].
Ongoing Review
As AI technology, legislation and industry practices continue to evolve, we will regularly review and update this approach.
