At Mourènne, we are dedicated to sustainability in every detail.
From paying our employees a living wage and providing a safe and healthy work environment to producing on a small scale to minimize waste, we leave no detail overlooked. This commitment is beautifully reflected in our photography. Traditionally, the industry has been quite wasteful, with materials like wood, paint, paper, and furniture often discarded after brief use. To address this, we have embraced the innovative technology of Generative AI.
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What is Generative AI?
Generative AI is a machine learning technology that trains itself using existing data. It generates images from text prompts through the interplay of two models: Large Language Models (LLMs) and Diffusion Models. LLMs enable AI to comprehend text prompts, while Diffusion Models perform the intricate task of image creation. In a diffusion model, the computer gradually introduces random noise to its training dataset of images. Over time, it learns to reverse this noise, ultimately recovering the original image. With sufficient training, the model can generate entirely new images from scratch.
How Ethical is the use of ai in photography?
As a brand committed to empowering girls to embrace their true selves, we never use AI-generated models or clothing. Our imagery aims to be both magical and authentic. In a world saturated with filters and Photoshop distinguishing reality from illusion can be challenging. We strive to avoid presenting unattainable standards for the girls of today or misleading representations of our clothing.
The Journey of a Picture
Follow us as we show you the art of blending AI with real-life imagery.
Step 1
First, we meticulously generate background images until we achieve the perfect picture, evoking the magical essence that defines Mourènne images.
Step 2
Next, we capture a real-life photo of our models in Mourènne clothing and painstakingly remove the background.
Step 3
The girls are then integrated into the background, with highlights, shadows, and colors meticulously matched.
Step 4
Finally, we add the finishing touches, enhancing the photo to make it even more magical and immersive.
Why Embrace Generative AI?
Generative AI is an art-form, and a new career path that is coming onto the scene and revolutionizing the fashion industry. While some perceive it as a shortcut, it is, in fact, a craft requiring significant skill and time. The meticulous process of creating realistic images from text prompts and integrating them seamlessly with real life photography demands days of dedication and care. We aim to foster appreciation for AI-generated photography and highlight its sustainability benefits. We hope that this article inspires you and your little girl to continue innovating and pushing the boundaries of what has previously been thought possible.