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Why Nick Knight Used AI to Create H&M’s Interactive Show

Posted on September 18, 2026
By Vogue
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1 min read

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Why Nick Knight Used AI to Create H&M’s Interactive Show

Photographer Nick Knight turned studio stills into AI-generated fashion films for H&M’s latest London Fashion Week show. Here, he and H&M’s creative director explain why they’re experimenting with a technology that still divides fashion.