VISUAL AND CREATIVE EXPLORATION WITH AI

Shift Street

A personal AI visual direction project for a fictional genderless fashion brand, built around one idea: clothing should allow people to express themselves freely, without labels or gender norms.

Brand concept

Shift Street puts forward everyday urban fashion that does not define the person wearing it. Its fluid garments, relaxed silhouettes and neutral colours make it possible to mix styles and express personal identity without conforming to convention.

Around the world in 8 images

Eight cities, eight scenes and different ways of inhabiting urban space. From Tokyo to Berlin, the series carries Shift Street’s identity into different settings while keeping a shared visual language.

A person in neutral-toned clothing looks at their phone amid the crowds of Tokyo. — Tokyo

A person in urban clothing walks along a London street, with a bridge in the background. — London

A person walks past the buildings, billboards and yellow taxis of New York. — New York

A person in neutral-toned clothing walks down a Paris street, with the Eiffel Tower in the background. — Paris

A person crosses a busy New Delhi street lined with rickshaws and motorbikes. — New Delhi

A person checks their watch in an arched passageway of traditional architecture in Marrakech. — Marrakech

A person walks down a colourful mosaic staircase in Rio de Janeiro. — Rio de Janeiro

A person cycles along a Berlin street, with the TV Tower in the background. — Berlin

Visual direction and brand identity

The visual direction is built around models with an androgynous appearance, natural poses and people in motion. The lighting, urban settings and look of the garments help to convey a brand image that feels authentic, free and removed from traditional gender codes.

The creative challenge lies in keeping that identity recognisable across different settings and people, without the images losing their naturalness or personality.