Instead of embracing generative AI, the brand champions human creativity through a doll-sized campaign celebrating craftsmanship and storytelling.
In a bold and refreshingly analog move, Bode has unveiled its Fall/Winter 2025 campaign not through digital renders or AI-generated visuals, but by handcrafting a full miniature version of its collection. Rather than releasing a traditional lookbook, the brand presented its designs on doll-sized models, captured in a whimsical photo series spanning nearly 80 storyboarded images.
Arriving at a time when the fashion world grapples with the growing presence of generative AI, Bode’s tactile approach offers a pointed contrast. The campaign underscores the value of human touch, detailed artistry, and slow design — all pillars of founder Emily Bode’s creative philosophy.
Inspired by a Forgotten Musical and Historical Fashion
The collection is aptly titled The Expressionist, borrowing its name from a final, unfinished musical by American composer Morris “Moose” Charlap and lyricist Eddie Lawrence. The story, as shared by Bode, follows the life of a painter navigating post-Impressionist Paris, New York City, and outer Pennsylvania — settings that echo throughout the garments’ aesthetic.
Signature to the collection are handknitted fabrics, regal trims, and striped woolen layers. Evening pieces are particularly striking, invoking the drama of opera nights with exaggerated collars, tasseled accents, and theatrical silhouettes. In more casual moments, mini mannequins are seen inside an art studio wearing patchwork field jackets, painted graphic tees, and studded denim blousons — items just as compelling in full scale.
A Campaign Rooted in Craft, Not Code
While Bode made no explicit statement about AI in relation to the campaign, speculation brewed online. Under the brand’s Instagram post, some followers questioned whether the campaign was real or AI-generated. Ironically, the answer lies in Bode’s long-standing ethos.
Emily Bode, a two-time CFDA Menswear Designer of the Year winner, is known for her commitment to historic techniques like quilting, appliqué, and mending. Her romantic reinterpretation of bygone menswear stands in direct opposition to AI’s impersonal outputs. For a label so firmly rooted in artisanal tradition, relying on generative tools would be entirely out of character.
A Creative Stand for Human-Made Fashion
Even though online doubts remain unfounded, they reflect a broader tension. Many still view AI-generated art as inherently detached from the authenticity that handcrafting represents. In recent months, campaigns from brands like H&M that leaned into generative AI have met with pushback for sidelining human talent.
Beyond fashion, tools like ChatGPT’s image editing feature have come under fire for mimicking legendary illustrators like Hayao Miyazaki. One viral video even resurfaced, showing Miyazaki denouncing AI-generated animation as “an insult to life itself.”
In contrast, Bode’s miniature FW25 campaign offers a quiet yet powerful statement: the future of fashion can still be deeply human. By honoring a lesser-known name from musical theater history and employing intricate handwork, the brand delivers not only a collection — but a compelling case for preserving the soul of design in an increasingly automated world.
