Maxomorra AI Imagery Policy

At Maxomorra, all garments, prints, colours and product details are designed by us and produced by our long-standing manufacturing partners.

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How we use AI

We use AI as a tool to create lifestyle imagery for our collections. This allows us to place our garments on fictional models and in different environments without the need for a traditional photoshoot for every product.

AI is used for the presentation of our products – not for the design of them. The clothing, prints and collections remain entirely Maxomorra.

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Why we use AI

A traditional photoshoot requires physical samples, models, photographers, locations, transportation and significant preparation.

Using AI allows us to present a much larger part of each collection, work more flexibly and reduce the time, cost and resources involved in producing lifestyle imagery.

As a childrenswear brand, we also see a benefit in not always having to use real children as commercial models and distribute their photographs across websites, social media and advertising.

We recognise that AI also uses resources and has an environmental impact, and we do not consider it impact-free.

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Product representation

Our AI lifestyle images are created using our actual Maxomorra designs as reference, with the intention of representing the garments, prints, colours and details as accurately as possible.

As with any visual representation, there may be minor differences between an image and the final physical product.

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Real lifestyle photography

AI will continue to be an important part of how Maxomorra presents its collections. However, we understand that some of our retail partners prefer traditional photography. For each collection, we will therefore also produce a small selection of real lifestyle photographs featuring the actual garments for our retailers to use.

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Our approach

We believe AI gives Maxomorra an exciting opportunity to present our collections in a more flexible and resource-efficient way while continuing to focus our efforts on what matters most to us: original design, quality garments and responsible production.

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The tools we use to present Maxomorra may evolve. The products, creativity and values behind Maxomorra remain the same.