BFC partners with Google Pixel and JW Anderson ahead of LFW for 'special AI-powered activation'
The British Fashion Council is joining forces with Google Pixel, "connecting the worlds of technology, creativity and fashion", ahead of London Fashion Week (18-22 September) - with a special AI-powered activation in partnership with JW Anderson.
As part of this, JW Anderson will use Gemini on Pixel to bring to life product imagery through animated art. Pixel will spotlight the creativity of pieces from JW Anderson’s ‘Cabinet of Curiosities’ and tell the story of the brand’s new direction.
The British Fashion Council (BFC) and JW Anderson will also present this year’s official opening dinner of London Fashion Week (LFW). The evening will be captured through the lens of Google Pixel’s AI-powered camera "to tell the story in a unique, creative way".
Laura Weir, Chief Executive of the BFC said: "AI is here and it must be harnessed for creative good and for fashion, as it has potential to transform how we work. But this opportunity also comes with responsibility.
"We must approach new technologies with care and intention, not for creativity to be replaced by these tools, but to master them, shaping the future on our own terms. This partnership with Google Pixel and JW Anderson is a great example of this."
Eileen Mannion, Vice President of Marketing at Google UK, added: "At Google Pixel, we are passionate about empowering creativity through technology, and this partnership with the British Fashion Council and JW Anderson perfectly reflects our mission.
"AI is redefining how we tell stories, and we’re excited to show how our tools can support designers across the industry in this exciting new era for British fashion."
Earlier this summer, JW Anderson announced the highly anticipated relaunch of the brand, with a renewed focus on curation and creativity. The brand collaborated with Wedgwood and the Estate of Lucie Rie to celebrate the enduring power of craftsmanship.
