The Marriage of Minds and Machines
The Etro ADV campaign takes the concept of Nowhere—a place that exists only in the mind and inspired the SS24 collection—to new heights of expressiveness.
Artificial intelligence is used by creative director Marco De Vincenzo and digital artist and prompt designer Silvia Badalotti to produce a number of sceneries and representations. A piece of art that results from conversations between two creatives and between a creative and a machine; this can only happen when everyone works together. The results of the interaction between the mechanical and the human are artificial images.
Silvia Badalotti is the one who guides AI through an endless number of scenarios and environments; the machine replicates creative thinking in visuals because of her verbal inputs, which are the outcome of her artistic experience and her journey with Marco De Vincenzo.
A Digital Homeric Voyage in Pixelated Utopias
Similar to painting, except using pixels and screen visions in place of brushes and colours. Both the situations and the bodies are fictions: they are spatial and physical utopias that defy logic and biology. They are made of human energy, both from birth and throughout. The fundamental idea is the same as that of fashion, which is an activity wherein everybody chooses a new identity for itself: the possibilities for element combinations are practically endless.
Starry skies and astral maps transform into enclosed spaces, while building takes on hitherto unseen composite styles. In the greenhouses, unspeakable flora thrives, and the sceneries are inhabited by a familiar yet strange humanity that spins brief but remarkable tales of endless genetic conjunctions.
The paintings appear to have been created in both a non-place and a non-time, serving as a record of an enigmatic civilization that has either abruptly resurfaced or is maybe about to do so. They are also a work of pure digital fantasy that has been triggered by human interaction because nothing exists in isolation from everything else. A Homeric voyage using contemporary instruments: the latest confirmation of the insatiable curiosity and inventiveness that have defined humanity since the beginning of time.
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