Why Nick Knight Used AI to Create H&M’s Interactive Show
Culture Index
Score Breakdown
Relevance
22/25
Freshness
25/25
Authority
25/20
Brand Signal
14/15
Depth
3/15
5-Axis Cultural Radar
The photographer turned studio stills into AI-generated fashion films for H&M’s latest London Fashion Week show. Here, he and H&M’s creative director explain why they’re experimenting with a technology that still divides fashion.
