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A designer's evolution
With a foundation in both graphic and fashion design, Matthew's entry into the AI space was marked by curiosity and experimentation. By revisiting old design renders through Pimento, he uncovered a new way to see and reimagine his work.
This fusion of fashion fundamentals with AI experimentation gave rise to a workflow where randomness is not just welcomed, but celebrated. The results? Unexpected visual surprises that serve as creative catalysts, pushing the boundaries of what visual campaigns can look and feel like.
Prompting with purpose & emotion in the machine
An interesting processes Matthew shared is the use of mood-driven prompts. Rather than relying solely on technical specifications, he tested to infuse some prompts with feelings: grace, freedom, power, and the results are actually stunning. This trial is a glimpse of his creative approach with AI: a constant interplay between structure and spontaneity. To him the value of balancing prompt precision with the serendipity of unplanned outputs is definitely a big part of his work with AI. This creative tension often leads to designs that defy initial expectations where fabric movement, emotional resonance, and contrasting textures combine to create striking visual narratives.
Tools That Inspire, Not Replace
Far from seeing AI as a replacement for creativity, Asefaw frames it as a tool for amplification. Technologies like the Brief tool allow him to generate a wide array of visual concepts quickly, reducing revision time and enhancing campaign ideation. In doing so, they preserve the human element in their work - intuition, emotion, and storytelling - while gaining new efficiencies.
This methodology reflects a broader shift in the industry: embracing AI not to dilute the designer’s voice, but to multiply it.
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A new era of creative campaigns
As AI continues to weave its influence through creative industries, the potential for more visually compelling campaigns becomes increasingly clear. This designer’s journey illustrates how interdisciplinary knowledge - rooted in fashion, evolved through tech - can yield designs that are both innovative and meaningful.
By marrying technology with the timeless power of storytelling, this new wave of creatives is redefining what it means to be a designer in the 21st century. For brands and agencies, this means embracing tools that support rapid iteration, bold experimentation, and emotionally rich narratives.
Augmented creativity
This conversation is a timely reminder that the future of fashion isn’t just about what we wear, it’s about how we imagine, iterate, and emotionally connect through design. With generative AI as a partner, creatives are no longer limited by traditional tools or timelines. Instead, they’re equipped to build more expressive, efficient, and emotionally engaging work than ever before.
At Pimento, we believe the intersection of art and technology is not just a trend - it’s the next great movement in creative storytelling. And it’s only just beginning.