10/21/2025
Is Photography as we know it DEAD? (Let's talk about it)
Hi Creatives; I plan on having some Zoom, PodCast on this subject, Photographers, would love to have your input and views.
The Rise of AI in Fashion Imaging
Artificial Intelligence has rapidly evolved from a creative assistant to a full-fledged visual creator. What once required a full team — photographer, models, makeup artists, stylists, lighting crew, and retouchers — can now be simulated with astonishing realism by AI image-generation tools.
1. AI as the New Photographer
AI platforms like Midjourney, Runway, and D-ID can now produce editorial-quality images that rival those taken by human photographers.
AI “shoots” without a camera: Designers can describe the setting, model pose, lighting, and atmosphere through a text prompt, and AI generates a photorealistic image in seconds.
Perfect lighting every time: No need for studios, props, or weather conditions — AI recreates them digitally.
Infinite creativity: You can stage a shoot on Mars, under the sea, or in Versailles without ever leaving your office.
For many brands, especially emerging designers, this dramatically reduces production costs while still delivering luxurious visuals.
2. The End (or Evolution) of Traditional Photo Shoots
AI doesn’t necessarily “kill” photo shoots — it transforms them.
Virtual Models: AI models, like Aitana Lopez or Shudu Gram, are digitally created influencers who “pose” in designer garments without needing makeup, hair, or wardrobe changes.
Garment Visualization: Designers can input sketches or flat lays of garments, and AI can render them on 3D models, in motion, and in any environment.
Instant Revisions: Instead of reshooting, creatives can adjust lighting, color, or fabric textures digitally.
This means brands can create entire campaign visuals in hours instead of weeks — with no set costs, no travel, and no waste.
3. AI-Generated Lookbooks
Traditional lookbooks — photographed collections displayed in glossy catalogs or online — are being revolutionized by AI-powered design tools.
Digital Fittings: AI can realistically drape fabrics on virtual models of any size or ethnicity, allowing inclusive, customizable presentations.
Virtual Runways: Instead of hiring venues or models, brands now create AI runway videos showing lifelike models walking in their latest pieces.
Dynamic Catalogs: Using tools like Stable Diffusion or FashionAI, designers can instantly create styled looks, background settings, and multiple outfit combinations from a single garment image.
Luxury houses are already experimenting with this: Balmain, Tommy Hilfiger, and Gucci have used AI-enhanced digital lookbooks for immersive online presentations.
4. Cost, Speed, and Sustainability
AI eliminates many of the financial and logistical hurdles tied to traditional production.
Cost Savings: No studio rental, no travel, no photography teams.
Speed: Campaign visuals can be created overnight.
Sustainability: No waste, no sample shipments, and no carbon footprint.
For sustainable and emerging brands, this aligns perfectly with eco-conscious values — producing stunning visuals without environmental impact.
5. The Human Element — Still Irreplaceable
While AI offers speed and innovation, it cannot (yet) replicate intuition. Human photographers and creative directors bring emotional intelligence, cultural nuance, and storytelling that AI struggles to interpret authentically.
AI creates perfection; humans create emotion.
AI follows trends; photographers define them.
AI can replicate style; it cannot feel inspiration.
In luxury fashion, where storytelling and artistry matter as much as the product, many brands now blend both — using AI for conceptual visualization, then bringing human teams to refine the vision.
6. The Future: Collaboration, Not Replacement
The next phase of fashion imagery isn’t human or AI — it’s human and AI.
AI as Pre-Production Tool: Designers can visualize concepts before shooting, saving time and costs.
Virtual + Physical Hybrids: Real garments on AI models, or real models in AI-generated environments.
Interactive Lookbooks: Consumers can virtually “try on” AI-generated outfits in AR before purchasing.
This hybrid approach enhances creativity while maintaining authenticity — the hallmark of true luxury.
Conclusion: A New Lens on Luxury
AI has forever changed how fashion is seen and sold. It doesn’t simply replace photographers, photo shoots, or lookbooks — it redefines them. In this digital couture era, creativity is no longer bound by physical limitations.
Jacqueline Love NYC Shoot A Thon Group NYC-DMV BLOGGER NEWS & PHOTOGRAPHERS [Fashion] Steve BennettPhotography JBMS1 Photography LLC.
(Also Press/Media Registration is open for my February 21, 2026 Fashion Week Show, www.FashionAvenueNews.com)
