I just released the case for a fashion week collection launch. Big Brooch is an independent fashion label known for handcrafted volumetric floristry. They were launching their Eche [ЭХЭ] collection with a physical show at Moscow Fashion Week (March 5th, 2026) and a Shanghai photo shoot. I saw an opportunity for a virtual format — approached them myself, proposed the concept, and built everything from scratch. The work began weeks before the collection launched. The brand shared their collection presentation with me: sketches of the looks, a few photos from the Shanghai shoot, and a moodboard. That was my entire starting point — no final campaign imagery, no runway footage. The collection's DNA: a cultural dialogue between East and West, rooted in Buryat heritage. Eche means beginning in Buryat. Designer Olesya Zhuravleva built this into every piece. My goal was to translate that into a visual campaign. Every decision I made followed the same logic: I reimagined a bridge from a single Shanghai photo into the runway setting. I designed models with faces that carry both cultures at once. I built transitional motifs — koi, blossoms, and ancient trees appearing before each silhouette — because in this world nature gives birth to form. I generated the soundtrack around Chinese and Buryat motifs. The result: Cinematic Virtual Runway + Living Details Film. Two formats, one cultural narrative, end-to-end creative direction and AI production by me. Living Details is live on the brand’s Instagram as a collaboration post. This is what AI-native creative direction looks like in fashion. Not generating pretty images. Building a visual system where every decision serves the idea. Tools: Midjourney · Nanobanana Pro · Kling 2.5 inside Higgsfield · Suno · CapCut

Check it out