A full seasonal lookbook for Koton's Russia market: cast, styled and localised entirely with AI talent, then shipped across editorial, e-commerce and social in a single production cycle.
Koton needed a complete seasonal lookbook for the Russian market: local mood, local styling, the whole capsule, without a physical shoot, a travelling crew, or a booked location.
A conventional market lookbook means flights, a local crew, a studio day per story and weeks of post. For a fast-moving capsule in a distinct regional market, that timeline rarely survives contact with the drop calendar.
We proposed producing the campaign in-engine. AI talent matched to the Russia audience, the full Koton capsule rendered on a consistent model, and every scene localised for season and place, cold-weather styling, regional light, the right interiors, without leaving the studio.
Consistency was the hard part. The same face, the same proportions and the same skin had to carry sixty-plus looks so the set read as one talent across the book, not a different person per frame.
The capsule led the work. Each Koton garment entered the pipeline as a conditioning input, garment-first, body-second, so the clothing drove the frame and the model served it the way an editorial talent would. Everything finished in-studio.
Plate 01
Koton FW25 · Tailoring
FW25: brown wool suit, full length
Plate 0104
Plate 02
Koton FW25 · Knitwear
FW25: check blazer with dark denim
Plate 0188
Editorial Plate
Koton FW25 · Tailoring
FW25: dark brown suit, seated studio
Frame 02 / 14
We collapsed casting, travel, and the shoot into a single generative pipeline, with Koton's art direction and the Russia localisation sitting at the prompt stage, not the cleanup stage.
A synthetic model designed and matched to the Russia audience, then locked into a LoRA dataset deep enough to carry the entire capsule: same face, same proportions, every frame.
Every Koton look entered the pipeline as a conditioning input rather than a finish. The clothing led the frame; the model served it the way an editorial talent would.
Season, light and place tuned for the market: cold-weather styling, regional interiors and mood, so the book read as a campaign shot in-country, not a generic set.
Look 03
Koton FW25 · Tailoring
FW25: taupe suit, brushed steelPlate 0142
Look 07
Koton FW25 · Tailoring
FW25: check blazer, studio stoolPlate 0388
Look 11
Koton FW25 · Outerwear
FW25: houndstooth blazer & roll-neckPlate 0571
“ We stopped storyboarding a shoot and started directing a season. The book came back localised, consistent, and on the drop calendar, with no plane tickets.Koton · Russia Marketing Lead
