Prada, the luxury fashion and beauty brand, has tapped into artificial intelligence (AI) for its latest fragrance campaign.
Said to “explore the interplay of visual perception and photographic illusion” through AI, the social media campaign reinterprets five of the brand’s best selling scents: Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme.
To create the images, Prada teamed up with still-life photographer Johann Besse to capture the fragrance bottles.
The L'Oréal-licensed brand then fed the results into an AI Image Generator tool, which generates realistic images from text prompts, to create new versions of the imagery to showcase each fragrance, in a move Prada described as “pushing the boundaries of creativity”.
Men’s scent L’Homme Prada, for example, features a liquid water effect to illustrate the duality of masculine scent”, the brand wrote on Instagram.
The social media campaign also features the AI’s errors as alternative versions of the final imagery.
This is not Prada’s first foray into the world of AI to promote its fragrances.
The brand unveiled virtual influencer Candy as the face of its fragrance of the same name in 2021, who is said to have been inspired by the TikTok generation.
Maybelline New York also jumped on the trend last month with virtual ambassador May, created to promote its Falsies Surreal Extensions Mascara.
Meanwhile, NARS unveiled three digital ambassadors inspired by its Powermatte lipstick shades – Maxine, Chelsea and Sissi – in December of last year.
The campaign will run on Prada Beauty’s Instagram account until the end of May.