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A self-initiated AI fashion campaign concept built around pieces from PrettyLittleThing’s new summer collection.

The series features a complete PrettyLittleThing look, including the flowing mustard-yellow dress, pearl-effect clutch bag and strappy high heels, styled within a sun-drenched Mediterranean setting.

The creative direction was built around the feeling of a long European summer afternoon. Warm stone architecture, manicured gardens, classical statues and soft golden light create an elevated backdrop while keeping the fashion at the centre of every frame.

Rather than generating isolated product images, the aim was to build a complete campaign world around the collection. The same model, dress, accessories and styling are carried consistently across walking shots, seated portraits, architectural compositions and wider environmental frames.

Particular attention was given to maintaining the shape, colour and drape of the dress, the design of the bag and footwear and the model.