At Bilder Studio, I create AI fashion photography for clothing, lingerie and swimwear brands. My work includes campaigns, editorials, lookbooks, on-model imagery and detail close-ups, with consistent casting and styling across the set. I personally retouch and finish every image. A Pilot test project costs £150–£400, and a Full Project starts at £750.
LAND INTO FORM · Own concept collection
A collection usually needs a mix of these, made around one direction so they work together.
A place, a cast and a story built around one idea, from a Greek terrace that doesn't exist to a festival night in concrete halls.
Mood first, with the clothes as part of the scene: one coat, shot wet, wind-blown and still.
A collection worn look by look by the same cast. Sunderly, my own menswear concept, shows what an AI photoshoot for a clothing brand can look like: a handful of pieces and one model, combined in enough ways to fill a campaign.
Close crops that let a buyer read the material: the knit, the weave of a swimsuit, lace, a waistband, hardware on denim.
The pieces without a person: loafers on a leather chair, five colourways laid flat with their styling.
If you need every product in a large range shown on a model for product pages, at a per-image price, a catalogue service will suit you better than I will. I make sets for launches, campaigns and collections.
The first good frame is the easy part. In AI fashion photography the craft is keeping each person, and everything they wear, the same from the first frame to the last. This is how I hold it:
I create the cast and define each piece from your references before the campaign starts, so every frame has a clear person and a clear garment to work from.
For each person I make a character sheet on a plain grey ground: the clothes from the front and back, and a close portrait of the face. The finished frames are built from those sheets.
I decide the rules first, from the palette to the light, then hold every frame to them. One light throughout helps a set read as one place.
Each new frame is checked against the established cast and clothes, and against the frames already finished.
Where a garment detail drifts, I retouch it by hand to bring the piece back in line with the design.
Group frames make it harder, because every extra face is one more that can drift. It's the test any clothing brand should put to AI models.
Swimwear, underwear and lingerie are among the hardest things to make with AI. Many image tools are very restrictive about body-led images, even when the intention is clearly editorial, because so much of the frame is skin. Getting a clean, commercial frame made at all is part of the job, before quality comes into it.
Then the details have to hold. In AI swimwear photography the suit has to keep its colour, cut and shape dry, wet and in motion. In AI lingerie photography it's the construction: sheer fabric, lace, strap alignment and fit, against skin that keeps its natural detail. What I aim for is natural and tasteful, and still clearly fashion.
The advertising rules are the same as for a photograph. The ASA generally accepts some partial nudity in lingerie and swimwear ads because it's relevant to the product, but not ads that are overtly risqué or invite people to view the model's body as an object. Models mustn't be made to look underweight or unhealthy, and nobody who seems to be under 18 can be portrayed in a sexual way. With a generated cast, age, proportion, pose and light are all decisions, so I make each one with those rules in mind.
These projects are self-initiated concepts, made to show how I would direct a fashion brand. LAND INTO FORM, Moss and Salt, Sunderly and CITRA are my own: a gown collection, an editorial, a menswear label and a swimwear label. The others use real brand names as concept work: none of those brands is a client or commissioned the images, and no affiliation is implied. Client work can be shared privately where confidentiality allows.
Own concept collection
An AI fashion campaign for my own concept collection, inspired by a trip to the Scottish Highlands. Four generated models wear the gowns among waterfalls and open moorland.
Own concept brand
A resort swimwear label I invented, with one chartreuse bikini kept the same dry, wet and in motion across a whole campaign.
Concept editorial, self-initiated. Not a client
Structured black lace and softer, playful moments in a grand, sunlit interior, with the lace, straps and fit kept believable.
Concept campaign, self-initiated. Not a client
A self-initiated eyewear campaign exploring what happens when future technology starts to feel completely normal.
On a free 30-minute discovery call we talk through your brand, the collection, where the images will run and when you need them. Then we agree the scope and the deliverables.
Colour, light, styling, casting and references, built on your existing brand. We agree the direction before I develop the images.
I develop the first version of the images, the V1, from the agreed direction and your garment references.
You tell me what's working and what isn't, and I refine the images until you're happy with them.
I colour-grade and retouch every frame by hand, and check each piece's colour, cut, fabric and details, and every face, against your references and the frames already finished.
The finished files in PNG, JPG, TIFF or WebP, in the sizes and crops each channel needs, with full commercial rights.
How long it takes depends on the scope and on how quickly feedback comes back, so we set the dates together at the brief.
There are two ways to work together, and they are the same for every kind of product.
Test the direction
One-off£150–£400
A small test project: a few finished images of your product, so you can see how I would direct your brand before committing to anything bigger. The fee comes off your next project if you continue.
Launches and campaigns
From£750
Creative direction and a moodboard, the images the project needs and full commercial rights, priced on the effort the work takes.
We work on them together until you're happy with the result
On delivery, with no usage windows and no extra fees
The price follows the effort the work takes
PNG, JPG, TIFF and WebP, in the sizes and crops each channel needs
On-model work isn't on a separate price list. I price by the effort, at a day rate, and a cast that has to stay the same across several settings is one of the things that adds to it. The pricing page sets out what each includes and what changes the price.
The brief is usually shorter than people expect. Before work starts, I send you a short questionnaire, so the brief is clear.
There's more on this in how to brief an AI creative director.
1.1 · The pieces, or clear photographs of each one from the front and back, with close-ups of the fabric, trims and any hardware.
1.2 · Every colourway you want shown, and what each piece is made of, so it creases and falls the way it should.
1.3 · Who wears it, so I can cast the people who belong in the frame.
1.4 · Your guidelines and past campaigns if they exist. If they don't, three images you wish were yours.
1.5 · Where the work is going, because a retailer tile and an out-of-home panel are not the same crop.
1.6 · The date you need the images, and the one thing you never want the imagery to say.
Yes. The models in my work are generated rather than photographed, and I check before delivery that no recognisable real person appears without the right to use them. The ASA applies the same rules to ads made with AI as to any other ad, so a generated model is held to the same standards as a photographed one. A campaign built around a real ambassador is a different job, with its own permissions.
They have to, and it's the part I check most closely. I define each piece from your photographs before the campaign starts, check every frame against them and retouch by hand any detail that drifts. A generated image can't prove exact fit, though, so for size-critical product shots a photograph of the real garment is the safer choice.
Yes, and it's most of the craft. I create the cast before the campaign and build every frame from a character sheet for each person, with their clothes from the front and back. In LAND INTO FORM, my own concept collection, four women keep the same faces and gowns from the waterfalls to the open moorland, alone and in groups.
It depends on where the images run and what they claim. Platform rules and advertising codes differ by market and they change, so check with whoever signs off your advertising. I'll always tell you exactly how each image was made, so you can make that call with the full picture.
At Bilder Studio, a Pilot, a small test project, costs £150 to £400, and the fee comes off your next project if you continue. A Full Project starts at £750 with full commercial rights, priced on the effort the work takes. The pricing page explains what each includes and what changes the price.
Bring the pieces and the date you need the images. We'll talk through the direction on a free call, and I'll tell you honestly whether AI is the right fit.
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