AI Transparency

We craft some of our product images with artificial intelligence – and we tell you openly where and how. Because transparency is as much part of our brand as the ambition to show every look in its full mood. Wear your Story.

How we label AI images

Images created with AI carry a visible marker directly on the image: the round “AI” label. A click on it briefly explains what lies behind it. The labelling is applied per image – only the images actually created with AI are marked; classic product photography stays unmarked. That way you can see at a glance what you are looking at.

What the terms mean

AI-generated
Content essentially created by an AI system with minimal or no human creative input – for example AI-generated product images or AI models.

AI-modified
Content primarily created by humans, where AI tools were used for editing, refinement or optimisation – for example AI-optimised photos.

How our images are made

For every garment in our collections we first create real photographs – classic product shots, without AI. These real garments are then digitally “dressed” onto AI models. So the product you see is a real, photographed garment; AI creates the model, the pose and the scene.

What never changes: product truth

We use AI for image design and presentation – never to misrepresent the product itself. Cut, colour, material and details of the items shown correspond to the actual product. For binding information, the product description always applies.

Technical marking

In addition to the visible marker, our AI images carry machine-readable marking based on recognised industry standards (including Content Credentials / C2PA and IPTC metadata), embedded at the time of creation. This makes the AI origin technically verifiable as well.

Legal framework

With this labelling we implement the transparency requirements of the EU Artificial Intelligence Act (EU AI Act, Article 50), which provides for recognisable labelling of AI-generated content.

Questions?

Do you have questions about our AI-created content? Feel free to write to us – we will reply personally.