As AI slop floods feeds, luxury brands are going all in on handmade ads
In the age of AI , handmade work is becoming radical (and chic), and consumers are taking notice. Prada’s new holiday campaign, Drawing Prada , celebrates craft and process, earning praise on social media for its use of handmade animation. The campaign transports the actors Chen Haoyu, Luther Ford, Kelvin Harrison Jr., Maya Hawke, and Sadie Sink into a fairy tale–like animated forest, complete…
As AI-generated content floods digital feeds, elite fashion brands are embracing handmade techniques in their advertising campaigns, positioning craftsmanship as a hallmark of luxury. Prada's latest holiday ad, "Drawing Prada," features hand-drawn animations by renowned animator John Pomeroy, illustrating the brand's commitment to handcrafted artistry.
The whimsical visuals center around actors Chen Haoyu, Luther Ford, Kelvin Harrison Jr., Maya Hawke, and Sadie Sink, who navigate a fairy-tale-like forest, complete with a cozy cabin and charming woodland creatures.
Consumers are responding positively to the campaign's emphasis on human-made artistry, with social media users praising the attention to detail and the contrast between the handcrafted animations and the prevalent AI-generated content. The trend extends beyond luxury fashion, with brands like Hermès and Ralph Lauren incorporating traditional crafts into their marketing efforts.
Hermès recently hired an artist to hand-illustrate its website, featuring intricate oceanic creatures crafted using ink and paper, while Ralph Lauren created a Wimbledon-inspired campaign featuring CGI for its iconic teddy bear mascot.
As the fashion industry increasingly recognizes the value of human touch in creative endeavors, these craftsmanship-focused campaigns serve as a reminder that taste, much like the stories we remember, is inherently human.
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