Dilara Findikoglu

Fall 2024 Ad Campaign

Review of Dilara Findikoglu Fall 2024 Ad Campaign by Photographer Jordan Hemingway and AI Artist AI SAM with model Mariacarla Boscono

Dilara Findikoglu synthesizes past and future for a stunning tribute to feminine power in her new Fall 2024 campaign. The visuals were created in collaboration with photographer Jordan Hemingway and AI artist AI SAM.

Titled “Femme Vortex,” Findikoglu’s Fall 2024 collection rethinks masculine archetypes of violence and domination and subverts or reclaims them from a perspective of the divine feminine. The work thus challenges the historic idea that men are the ones who embody the ideas of strength and leadership, crafting a trans-historic narrative that applies this power to theatrical women’s dressing.

In continuing this narrative, the campaign wisely taps into the legacy of history’s most iconic warrior woman: Saint Joan of Arc. High priestess of battle, visionary seer, savior of France, and gender-neutral fashion icon, Joan of Arc is one of the most fascinating and inspiring figures in history, which is reflected in the massive body of artwork centered around her, from her lifetime up to today.

In the campaign, it is iconic model Mariacarla Boscono who embodies this legendary figure, and she does her more than justice in bringing her back to life. Oracular, unshakeable, and powerful, she taps into the iconography and poise of the saint while bringing her own progressive perspective. The portraits captured by Hemingway are given a historical fantasy aspect through the generative AI art of AI SAM, who situates the heroine in moody apocalyptic landscapes. Perhaps the most striking of the portraits is that in which Boscono wears a suit of armor crafted from silver table knives: bourgeois domesticity transformed into protective power. The portraits are stamped with a new logo that puts Dilara Findikoglu’s eponymous brand name in a Gothic font, both tapping into the campaign’s historic inspiration while echoing the edgy cool of a metal band logo.

Beautifully carrying forward the collection’s narrative of rethinking the matrix of violence, power, and gender, the campaign is a gorgeous and powerful assertion of feminine strength. It’s also one of the best uses of AI we’ve seen yet in a campaign: rather than lazily replacing a photographer and other human artists with AI, an AI artist works in tandem with a human creative team, subtly supporting the vision and leaning into generative art’s fantasy aspect, rather than trying to make it “real.”

Dilara Findikoglu seamlessly synthesizes past, present, and future for a stunning vision of women’s history being written and rewritten.

Dilara Findikoglu Creative Director | Dilara Findikoglu
Photographer | Jordan Hemingway
Model | Mariacarla Boscono
Stylist | Ally Macrae
Hair | Louis Souvestre
Makeup | Daniel Sallstrom
Casting Director | Madeleine Østlie
Set Designer | Camilla Byles
Production | GW+, Division of Gainsbury & Whiting
AI Artist | AI SAM