How we make our images

Some of the photography on this site is generated. We think you should be told which, so this page explains the rule we work to.

The rule

AI may change the room. AI may never change the garment.

The first two photographs on every product page show the garment as it is supplied — front and back, colour-corrected only. They are never generated and never restyled. What you see there is what arrives.

Where generated imagery is used

Campaign scenes, the single where-to-wear image on a product page, and the artwork on our editorial pages. In other words: the setting, the light and the location. Never the dress, never its cut, colour, length or detail.

How it is labelled

Every generated image carries a visible caption and a description in its alt text reading Scene created with AI. Garment photographed as supplied. No exceptions, and no fine print.

Why we bother saying so

Because the alternative is worse. A generated dress that does not match what ships is a misrepresentation with better lighting, and the backlash against AI imagery in fashion has consistently been about it being undisclosed rather than about it being used. We would rather be the store that tells you.