For this editorial, we teamed up with cutting-edge AI company Genera to explore how far fashion photography can be pushed using generative tools. The result is an experiment in image-making — one that blends human creativity with machine precision.
To ensure a strong creative direction, we brought in esteemed Swedish stylist Gorjan Lauseger to lead the styling process. Together with Scandinavian MIND’s creative director Erik Olofsson, the team developed a concept rooted in traditional fashion storytelling. Using borrowed SS25 items from Nordic fashion brands, Gorjan crafted a cohesive visual narrative. The looks were then interpreted and rendered entirely through Genera’s technology, with close coordination between the creative team and Genera’s engineers.
The result is Ground Zero — a test case for how editorial storytelling can evolve in the age of AI.
