Prada, the luxury fashion and beauty brand, has incorporated artificial intelligence (AI) into its latest fragrance campaign. The campaign uses AI to explore the relationship between visual perception and photographic illusion, and showcases new interpretations of five of the brand’s top-selling fragrances: Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme, and Amber Femme.

To create the campaign imagery, Prada collaborated with still-life photographer Johann Besse, who captured photographs of the fragrance bottles. These images were then fed into an AI Image Generator tool, which creates realistic images from text prompts, resulting in new versions of the original imagery for each fragrance. The brand described this approach as “pushing the boundaries of creativity”.

One example of the campaign is the men’s scent L’Homme Prada, which features a liquid water effect to illustrate the duality of the masculine scent, as stated by the brand on Instagram.

In addition, the social media campaign showcases the AI’s errors as alternative versions of the final imagery.