Antonina Pawlowicz on the 00 Rebranding, Crafting Timeless Pieces, and Collaborating with AI
Q1. Antonina, congratulations on the 00 Rebranding Campaign for Antonina Poppy. Why did you feel it was the right time for a rebrand?
AP:
Thank you. The decision to rebrand came from a place of growth. Antonina Poppy was born in Florence out of a love for timelessness and artisanal craftsmanship. Over the past few years, I evolved both as a designer and as a person. The 00 Collection and rebranding are about returning to the core — simplicity and authenticity — whilst embracing new creative tools, such as AI, that allow for a new kind of emotional storytelling. It felt natural to align the brand’s visual identity with the maturity it has now reached.
Q2. How would you describe the essence of the 00 Collection?
AP:
00 is a tribute to beginnings — pure forms and elevated materials. It’s a collection crafted with a sense of serene permanence. You’ll find silk shirts, fluid crochet pieces inspired by Mediterranean summers, freshwater pearls, and garments that feel almost like relics of personal memory. Everything is designed to live beyond trends.
Q3. You’ve introduced AI into your creative process, much like what we saw with Vogue Italia’s Bella Hadid cover story. What led you to explore AI as a tool for Antonina Poppy?
AP:
It started with a question: How can I translate feelings — not just visuals — into a new kind of imagery?
I have always been fascinated by the intersection of craftsmanship and innovation. AI felt like a natural extension of that curiosity. After studying the way artists approached AI, I realised it could become a collaborator — not to replace the human touch, but to deepen it. I wanted the campaign to feel a little surreal, almost like a faded memory, and AI gave me the space to dream beyond traditional limitations.
Q4. What was your creative process like when working with AI for the 00 Campaign?
AP:
It was very intuitive but also highly technical at times. I began by gathering all the emotional references — books, textures, colours — that inspired the 00 Collection. Then I carefully translated these references into detailed prompts, almost like writing poetry for a machine. It wasn’t about typing random keywords; it was about setting a tone, guiding a feeling. At first, it was frustrating. The outputs were too literal or too perfect. But over time, I learned how to let the AI interpret rather than replicate. I would generate variations, curate them like an art director, and then refine the mood through manual editing, to ensure the final campaign still felt deeply human and tactile.
Q5. How would you describe the biggest difference between creating a campaign traditionally and creating one with AI?
AP:
With traditional campaigns, you work with a team: photographers, set designers, stylists — all bringing their energy and imperfections into the frame. With AI, you are all of those things at once. You have to build the entire world from scratch inside your mind and then find a way to speak that world to the machine. It’s extremely freeing, but also chaotic in a way — it’s you and the blank space, constantly curating, adjusting, reimagining. It requires a great deal of emotional sensitivity and patience.
Q6. What emotions or messages were you hoping to evoke through the 00 Campaign?
AP:
A sense of intimacy, nostalgia, and elegance. I wanted to remind people that fashion is not just about what you wear but about what you remember when you wear it.
Q7. How do you see the future of Antonina Poppy in this new chapter?
AP:
We are focusing on slow, intentional growth: a deeper connection with clients, collaborations with local artisans, and expanding our presence globally in a way that remains personal. We are launching new capsules that intertwine art, literature, and fashion more intimately.
Q8. Do you see AI becoming a permanent part of your creative process in the future?
AP:
I believe so, but always as a dialogue, never as a replacement. For me, AI is a new tool. It helps me dream on a larger scale, explore moods, visual ideas, or campaigns that would be impossible logistically. But at the end of the day, my hands, my intuition, my sense of beauty — that will always be the heart of Antonina Poppy.
The future is about integration: craftsmanship guided by tradition, storytelling expanded by innovation.
Q9. For those discovering Antonina Poppy for the first time, what would you like them to know about the brand?
AP:
Antonina Poppy is a house for those who seek meaning in beauty. Each piece carries a story — designed to live with you, and crafted to endure. It’s about elegance without noise. The 00 Collection marks a new beginning, but the heart of the brand remains unchanged: timelessness, sincerity, and a deep appreciation for craftsmanship.
Cover credit: Aurore de la Morinerie