‘Spring/Summer 2024 mint & mia’ – PATRICK SCHWALB with AI photography for women’s fashion label APART FASHION
Photographer Patrick Schwalb was among the first in Germany to embrace the innovative world of AI. Since a little over a year, he has been exploring the new possibilities artificial intelligence opens up for photography – with some remarkable results to show for.
In cooperation with the company APART FASHION, Patrick realized the two shoots presented here. APART Fashion is a German specialist for elegant women’s fashion that is perfect to wear for any occasion.
Patrick Schwalb has always been renowned for his creative and technically demanding work. But integrating AI into his photographic process has opened the doors to entirely new dimensions for him. “The possibilities are nearly limitless,” Patrick Schwalb tells us enthusiastically and adds, “We can almost ignore any restrictions with regard to locations or weather and lighting conditions.”
The two shoots for Apart Fashion demonstrate the potential the technology bears. Instead of having to rely on the natural environment and unpredictable weather, Patrick created the perfect conditions with the help of AI. This enabled him to create images that could have hardly been produced under normal conditions.
One of the shoots took place in a virtual city which, for us, is slightly reminiscent of New York, while the second location seems more like the Tuscany region of Italy. Both projects demonstrate how Patrick uses AI as a tool to create aesthetically sophisticated motifs that transport viewers to hitherto unknown worlds. “AI gives us the freedom to bring our artistic visions to life without the usual restrictions,” he explains.
Patrick Schwalb is convinced that AI will shape the future of photography. His work shows how creative ideas will be supported and enhanced through technology in the future. “I look forward to experimenting some more and constantly pushing the boundaries of what’s possible,” Patrick Schwalb concludes.
APART Fashion GmbH was founded in 1975 as an independent purchasing division of the Otto Group, making it a wholly-owned subsidiary of the Heine Group. The focus in the beginning was on women’s and men’s fashion. In 1976, the company started focusing on the women’s line. Today, APART Fashion GmbH is a modern, high-quality brand for women’s fashion with its own production. From the headquarters in Hamburg, CEO Ksenia Lupekhina and her team conduct business worldwide.
GoSee : apart-fashion.de
GoSee : patrickschwalb.com
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