LABFRESH MAGAZINE 24'

AI ALL THE WAY...ALMOST

LABFRESH’s clothes are made using the latest in garment technology, so it’s only natural that the company also looks to the future when it comes to branding.

LABFRESH’s new campaign “THE FUTURE IS FRESH'' was developed using Midjourney, an AI image generator that enables you to create stunning images from text descriptions, so-called text prompts. 

For cofounder Kasper Brandi, Midjourney is the latest tool in the LABFRESH high-tech toolbox, which – as with LABFRESH’s garment technology – enables the company to both save on the bottom line and the environment. “AI was perfect for this campaign, letting us save a lot of money and CO2 by not having to travel to Curaçao or the Far East to find the perfect beach or tree. I’m also pretty sure our models and photographers appreciate not having to climb 100 feet into the air to get that perfect shot!”

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"Midjourney basically allowed us to imagine images and worlds that don’t exist, at least not yet."

Turning almost philosophical, Kasper notes one more aspect of Mid­journey that relates strongly to the LABFRESH ethos. “Midjourney basically allowed us to imagine images and worlds that don’t exist, at least not yet. And that’s to some extent also what LABFRESH was built on: The idea of a future where sound business and a clean environment can co-exist. It’s all about using your imagination to go to new, better places.” 

The AI process

So what was the process of working with AI? “We started out thinking that AI is just a tool like any other,” Kasper says. “But in the process, we came to realize that it was important to see Midjourney less as a tool and more as an actual partner in the creative process. Sometimes we would start off with one idea in our heads and then Midjourney would take us in a completely different direction. This meant that it was important to keep an open mind throughout the process, right up until the very last moment when we had to pick out eight images to use from a huge number of possible candidates.”

THE “THE FUTURE IS FRESH" - CAMPAIGN

Both Kasper and his co-founder Lotte Vink believe that the future has the potential to be a happy and bright place if we develop and use the proper technologies. In fact, for Kasper there is no alternative to that way of thinking. “We can’t stop living. Cutting back on flying and turning off the lights will only get us a small step in the right direction. What will be the major game changer is technology. The only way to save the planet is through creativity, new ideas and lots of technology.”

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WILL REAL-LIFE HUMANS BE OUT OF A JOB NOW?

“AI can do a lot . . . a lot. But we still need to show our real clothes on real people. And LABFRESH remains a company very dedicated to people and community, so we made an early decision to use real-life models and not AI-generated ones. The pictures in the campaign are therefore a combination of AI images and photos of real-life models. This, again, fits perfectly into the overall LABFRESH philosophy: Focusing on technology not for its own sake, but in order to make the world a little better for the living beings that inhabit it – first of all humans, but ultimately also the other living beings we share the planet with.”

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