After Marc Cain had already created the campaign for the fall/winter 2024/2025 season using artificial intelligence, the campaign for spring/summer 2025 relied almost entirely on computer-generated technology. With the exception of the clothing, everything was created using a text-to-image program, explains Marc Cain.
The collections are based on the motto Pure Radiance. The motto is intended to describe one’s own radiance and the attraction that surrounds one every day – including fashion. Different materials are combined for the models, including embroidery material knitted in Germany. The campaign focuses on the effect of the colors on each other. This is expressed in the form of colored clouds that envelop the virtual models and atmospherically pick up the respective tone of the collection theme.
