Etherea Print Collection

Etherea Print Collection

This project involved co-creating the Fall 2024 print collection for emerging fashion label 'Etherea.' The challenge was to develop unique, eerie floral prints that felt familiar yet otherworldly. Using Midjourney, we generated over 500 initial concepts. This wasn't a ""push-button"" solution; the value was in the curation. We selected the 10 strongest AI-generated images, then performed significant human-in-the-loop refinement in Adobe Photoshop, tweaking layouts and color palettes to ensure they were print-ready. The final high-resolution designs were sent to the fabric manufacturer. This project highlights AI as an iterative partner, amplifying creative exploration.