The Leeds-based brandĀ MKI MIYUKI ZOKU has its eye on the future just as much as it does fashion. So to continue pushing the needle forward, the brand has launched its new Spring/Summer 2024 campaign, which leans into artificial intelligence (AI) and virtual production.Ā
For the one-of-a-kind campaign, which also marks a first for the brand, MKI MIYUKI ZOKU enlisted the help of creative studio XPLOR to bring the campaign to life. Specifically, the campaign was shot at XPLOR's virtual production studio at Production Park, which then fostered a Mediterranean marble quarry environment. The virtual production and standout images were crafted using an AI generation tool.Ā
Aside from the highlight AI component, the campaign looks into the brand's 40-piece SS24 collection that sees technical outerwear, button-down shirts, casual vacation shirts, open-hem pants and more. Out of the wardrobe, outerwear serves as a special highlight given the range of fabrications spanning crinkle nylon, seersucker, Tencel and loose gauge knit.
"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," said founder/creative director, Vik Tailor.Ā "XPLORās expertise in virtual production and AI technology enabled us to develop this first-of-a-kind campaign."
Take a look at the campaign in the gallery above. The first drop from MKI MIYUKI ZOKU's SS24 collection is available now at their flagship store and online.
Click here to view full gallery at Hypebeast
