More and more brands are using artificial intelligence in their ad campaigns and that includes luxury labels, although they’ve been relatively slow to adopt the tech compared to those further down the price scale.

But the latest is Victoria Beckham and as one of the first luxury brands to embrace AI animation, it’s undeniably noteworthy.

Launching its new pre-SS25 signature Dorian bag with a phased rollout set to blend both “classic and experimental storytelling”, the company said it “has once again proved its willingness to stay at the forefront of innovation, translating its brand aesthetic into new universes”. 

At the heart of the global campaign is the Dorian’s tagline — “More than meets the eye”. The company added that it’s a social-first campaign with the bag having made its official debut on Instagram.

Victoria Beckham worked with an AI artist, each asset being first generated using a dedicated platform. The Dorian was then shot separately and integrated in post-production. 

“Existing somewhere between reality and fantasy, these sensual and deeply cinematic AI-generated images show the Dorian in a new light whilst driving organic engagement,” it added. 

There’s more content to come as the campaign rolls out, with the brand aiming for Victoria Beckham to “continue to push boundaries, creating and driving conversation in the world of luxury”.