XPLOR and MKI MIYUKI ZOKU get the perfect fashion shot using virtual production

XPLOR at Production Park in West Yorkshire and Leeds based menswear brand MKI MIYUKI ZOKU have launched what is believed to be the first ever fashion campaign made in virtual production using AI generated locations.

The fashion house MKI has partnered with XPLOR to launch their latest collection, using a series of stunning virtual environments portraying a sun-drenched marble quarry – all created in Yorkshire.

The shoot took place in XPLOR’s virtual production studio at Production Park, with the team creating an imaginary Mediterranean backdrop using generative AI, which was displayed on a 12m by 4m LED volume (screen) made with over 250 LED panels. This technology enables the merging of real-world subjects, including actors or products, into virtual environments during the filming process.

Phil Adlam is Head of XPLOR and CTO at Production Park: “We have blended the high production values of a traditional fashion shoot – top quality products, models and creatives – with incredible virtual locations. When we put creative AI tools and virtual production into the hands of artists we find something really special happens. We have some of the best technicians in the world, who loved working with MKI to meet their brief.”

MKI Founder and Creative Director Vik Tailor said: “At MKI, innovation is at the heart of everything we do. Just as we search for new ways to craft our products and fabrics, we are bringing our passion for creativity to the SS24 campaign. Using XPLOR’s expertise in virtual production and AI technology allowed us to expand our creative output and showcase the collection in the very best way.”

MKI MIYUKI ZOKU is a contemporary menswear brand founded in the UK in 2010 and currently sold in major retailers including END, Selfridges, Flannels, Harvey Nichols, and its flagship Leeds store. It is known for its clean, modern design, and is committed to producing high quality garments at an accessible price point.

Production Park is a world-class studio facility for film, TV & live events rehearsals, with clients including Netflix, BBC, ITV, Coldplay, Pink, Beyoncé and Cirque Du Soleil. XPLOR is Europe’s only research and development hub dedicated to innovation within the events and creative sectors. It was recently chosen as one of only four UK bases to join the UKRI CoStar programme, the largest research network in Europe for screen and performance technology.