Rose, by Google
Agency: Flock, Convoy // Role: Creative Director,
The first AI fashion designer
In 2014, way before NFTs, or the metaverse were buzzwords, we partnered with Google to promote a digital fashion week displayed via Google Hangout. Since digital technology was at the center of the experience, we wanted our campaign to follow the same logic, which led us to a question: Can a fashion designer be replaced by technology? The answer: Rose, a genetic algorithm capable of designing fashion, and the first non-human fashion designer.
A collaborative process
In order to create their collection, Rose worked with designers like Marcelo Burlon, Ciuah, or Malafacha, who would feed her design process.
