We love AI as a tool, but not as a stand-in for real people. So for Roucha’s autumn collection we brought in two Tbilisi photographers to shoot the city as it really is: the textures, the light, the slightly worn corners that make the frames feel alive. Real locations and human creative direction. Working with Jill and Roucha was a real pleasure. She knows her brand inside out, trusts the process and still keeps every detail sharp. Thank you, Jill 🤍

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