How to prepare a brief for an AI fashion campaign
Concepts, garments, virtual models, settings and deliverables: turn scattered references into an AI fashion campaign that can be produced.
ai fashion campaignai editorial productionvirtual model creative brief
An AI fashion campaign starts with a brand decision, not a list of effects. The brief should connect collection, audience, concept and content uses. DELFI can coordinate visual direction, garments, virtual models, production and human quality control within the agreed scope.
Define what the collection should communicate
Explain the central idea, featured products and usage context. A reference is more useful when it identifies what matters: lighting, contrast, attitude or composition. Avoid asking to copy another campaign or confusing inspiration references with usage permission.
Separate fixed requirements from exploration
Fixed requirements may include garment color, proportions, logos and brand tone. Settings, poses and narrative may be open to exploration. Defining that boundary supports experimentation without turning every attempt into a debate about collection identity.
Agree on the deliverable set
- Main campaign photos and supporting assets.
- Products and looks that must be represented.
- Any included videos.
- Ecommerce, social and other destination formats.
- Approval criteria and the responsible person.
A campaign and catalog can share visual direction while serving different purposes. A catalog explains individual SKUs; a campaign may prioritize a narrative idea. Do not assume one image covers both uses without adaptation.
Validate direction before expanding
Review concept, product and consistency across the set, not just one favorite image. Record decisions so later deliverables follow a shared approach. DELFI starts from a minimum of 50 SKUs; editorial scope, looks and assets are agreed for each collection.
Published examples let you observe brand direction applied to real deliverables. They are not advertising-performance studies or promises of sales.
Real production example: DELFI × Liverpool
The following material was produced by DELFI for Liverpool. It illustrates visual direction and deliverables, not measured sales results or a comparison against the original garment.
Explore the source case and more examples