MKI MIYUKI ZOKU, based in Leeds, is embracing the future not only in fashion but also in technology. In a bid to propel forward, the brand has unveiled its latest Spring/Summer 2024 campaign, integrating artificial intelligence (AI) and virtual production.
This unique campaign, a first for the brand, was brought to life with the assistance of creative studio XPLOR. Shot at XPLOR’s virtual production studio located at Production Park, the campaign features an environment reminiscent of a Mediterranean marble quarry, all crafted using AI generation tools.
Beyond its groundbreaking AI component, the campaign showcases MKI MIYUKI ZOKU’s SS24 collection comprising 40 pieces. The collection encompasses technical outerwear, button-down shirts, casual vacation shirts, open-hem pants, and more. Particularly noteworthy are the outerwear pieces, boasting an array of fabrications including crinkle nylon, seersucker, Tencel, and loose gauge knit.
Vik Tailor, founder and creative director, emphasized the brand’s commitment to innovation, stating, “At MKI, innovation is at the heart of everything we do. Just as we search for new ways to develop our products and fabrics, we also look at new ways to push the boundaries with our creative output. XPLOR’s expertise in virtual production and AI technology enabled us to develop this first-of-a-kind campaign.”
