PRE-FALL 2017 / RE-AUTHORED
IM: About
An earlier Brashy Studios collection re-entered through the Intelligence Matters lens. Using the original Pre-Fall 2017 lookbook as source material, the project produced a new body of images and garment proposals that keeps the casting and directional core intact while reinterpreting the collection itself. Not a remake. Not nostalgia. A second reading of chapter one through chapter two.
RE-AUTHORING PROTOCOL
01 / SOURCE WORLDOriginal Brashy Studios Pre-Fall 2017 lookbook.
02 / CONSTANTSCasting, directional core, and image logic remained intact.
03 / VARIABLESGarments, styling details, framing, and final image outcomes were allowed to change.
04 / DELIVERABLESNew garment proposals, conceptual development, and potential lookbook assets for future production.
05 / RESULTA second chapter built from first proof: same lineage, new artefacts, retained charge.
The original proof layer
Original Brashy Studios lookbook, Pre-Fall 2017
Creative Direction, Design and Photography: Jacob Hägg
ORIGINAL COLLECTION IDEA
The original Pre-Fall 2017 collection was built around a protective, industrial reading of womenswear. Its language combined workwear structure with synthetic surfaces and hard utility details: PVC, industrial cording, protective glasses, transparent layers, technical fastening, and uniform-like silhouettes. The world moved between factory, street, and system logic — garments that felt functional, guarded, and slightly paranoid, but still sharply composed as fashion. What mattered was not only the individual pieces, but the coherence of the image world around them: a stripped, high-contrast visual language where utility became attitude and protection became style.
This project can function in several ways
GARMENT DEVELOPMENTA proof layer for new pieces derived from the original collection logic.
LOOKBOOK ASSETA potential image system for future sampling, release, or re-edition.
CREATIVE DIRECTIONA demonstration of how an authored archive can be extended without losing its world.
TREATMENT MATERIALA visual reference for casting, styling, silhouette, tone, and campaign development.
CASE STUDYA working example of the Intelligence Matters method applied to existing proof.
approach
The original lookbook was treated as proof, not as a museum object.
The casting remained.The directional logic remained.The collection was allowed to mutate.
What changed was the artefact itself: new garments, new styling decisions, new frames, and new image outcomes inside the same world. The point was not to present AI as a novelty, but to test whether a proven visual intelligence could be re-authored without losing its force.
OUTCOMe
The result is a new lookbook built from old proof. Same lineage. New artefacts. Same aura, rebuilt.
PRE-FALL 2017 / RE-AUTHORED
An earlier Brashy Studios collection re-entered through the Intelligence Matters lens. Using the original Pre-Fall 2017 lookbook as source material, the project produced a new body of images and garment proposals that keeps the casting and directional core intact while reinterpreting the collection itself. Not a remake. Not nostalgia. A second reading of chapter one through chapter two.
RE-AUTHORING PROTOCOL
01 / SOURCE WORLDOriginal Brashy Studios Pre-Fall 2017 lookbook.
02 / CONSTANTSCasting, directional core, and image logic remained intact.
03 / VARIABLESGarments, styling details, framing, and final image outcomes were allowed to change.
04 / DELIVERABLESNew garment proposals, conceptual development, and potential lookbook assets for future production.
05 / RESULTA second chapter built from first proof: same lineage, new artefacts, retained charge.
The original proof layer
Original Brashy Studios lookbook, Pre-Fall 2017
Creative Direction, Design and Photography: Jacob Hägg
ORIGINAL COLLECTION IDEA
The original Pre-Fall 2017 collection was built around a protective, industrial reading of womenswear. Its language combined workwear structure with synthetic surfaces and hard utility details: PVC, industrial cording, protective glasses, transparent layers, technical fastening, and uniform-like silhouettes. The world moved between factory, street, and system logic — garments that felt functional, guarded, and slightly paranoid, but still sharply composed as fashion. What mattered was not only the individual pieces, but the coherence of the image world around them: a stripped, high-contrast visual language where utility became attitude and protection became style.
This project can function in several ways
GARMENT DEVELOPMENTA proof layer for new pieces derived from the original collection logic.
LOOKBOOK ASSETA potential image system for future sampling, release, or re-edition.
CREATIVE DIRECTIONA demonstration of how an authored archive can be extended without losing its world.
TREATMENT MATERIALA visual reference for casting, styling, silhouette, tone, and campaign development.
CASE STUDYA working example of the Intelligence Matters method applied to existing proof.
approach
The original lookbook was treated as proof, not as a museum object. The casting remained. The directional logic remained. The collection was allowed to mutate. What changed was the artefact itself: new garments, new styling decisions, new frames, and new image outcomes inside the same world. The point was not to present AI as a novelty, but to test whether a proven visual intelligence could be re-authored without losing its force.
OUTCOMe
The result is a new lookbook built from old proof. Same lineage. New artefacts. Same aura, rebuilt.
Intelligence Matters
Intelligence Matters
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Haegg & Haegg Group
creative direction and production house, where human intuition meets artificial efficiency.
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