Fashion brand Collina Strada is known for claiming to prioritize sustainable production and climate awareness, but recent product releases have buyers questioning whether the brand is truly committed to the cause.
The much-anticipated collaboration between Collina Strada and luggage manufacturer Baggu, released yesterday, was revealed to have been created using artificial intelligence tools. As part of a wider discussion about the brand’s use of artificial intelligence, one Reddit user fed the whimsical series of photos, which include a horse-shaped purse and a psychedelic print, into a program designed to detect whether the images were made using Created by artificial intelligence. result? There is an 86.4% chance that one of the designs was created using artificial intelligence or deepfake technology.
Buyers are confused. Collina Strada calls itself “a platform for climate awareness, social awareness, change and self-expression” on its website and throughout its marketing [sic]But artificial intelligence imposes a huge burden on the environment. Barriers Some also believe it infringes on the work and rights of artists, whose work is often used to train artificial intelligence models without permission.
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Baggu has since added annotations to two of the prints, “Blue Thorns” and “Boxer Plaid,” on its website, revealing that they were both “conceptualized with artificial intelligence” and created using the generative artificial intelligence program Midjourney. “this [Collina Strada] The team used Midjourney as a tool to remix old Collina prints and push them further,” the description reads. “After they used Midjourney to blend the two prints together, their graphics team turned the concept into a repeat, inserting the logo and adding new elements and layers to complete the print.
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When contacted for comment, Collina Strada told Mashable, “For the record, we only use AI in our Boxer Plaid and Blue Thorn prints,” and that “the process of using a print designer is not being eliminated midway, it’s just As an experiment this season was translated by the designers.
The prints were first shown alongside other designs aided by artificial intelligence at the brand’s Spring/Summer 2024 “Soft is Hard” show, which ironically saw models gliding down the catwalk singing a song with the lyrics ” Why are we here? The earth is on fire.”
Comments on Collina Strada’s Instagram post about the collection were filled with customers expressing disappointment. One of them wrote: “I don’t know the artificial intelligence mode, I will cancel my order.” Another netizen said, “The use of artificial intelligence is inexcusable. It is terrible for artists, and more importantly Yes for the environment too. Hurts my heart but I will never buy from Baggu again. A third person said, “If you are like me, you still expect better from the designer and Baggu.” You can cancel and get a refund… as long as they are unregulated and unethical, performance companies are not welcome.”
Buyers on Reddit were even more disappointed with a screenshot of Collina Strada art director Charlie Engman appearing to react dismissively to concerns. In an Instagram story that included a screenshot of a comments section criticizing the post, Engelman wrote: “I am fascinated by the punitive impulse to incite public judgment about the artistic process in the name of protecting artists.” Engelman has been openly enthusiastic about using artificial intelligence in his work.
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