APUJAN returns to London Fashion Week for SS27 with a new digital fashion film that places AI-generated environments at the heart of its creative vision.
Continuing the brand’s close relationship with the film industry, APUJAN has increasingly used fashion films as a space to experiment with emerging visual technologies and alternative methods of presenting fashion. Following previous productions filmed in LED studios, this season marks a new step in the brand’s ongoing experimentation, with the entire world of the SS27 fashion film created through AI-generated environments. The technology enables APUJAN to build a fantastical universe unrestricted by conventional physical sets, perfectly complementing the brand’s narrative-driven approach to fashion, which draws from fantasy, science fiction and literary references.
APUJAN
For SS27, APUJAN collaborates with multi-award-winning actress Sandrine Pinna, alongside award-winning cinematographer Kao Tzu-Hao and film production designer Chen Ruo-Yu, with a special appearance by renowned Asian professional Go player Yu Li-Chun. Set against an entirely AI-generated world, the film takes viewers to a distant costume repair centre that appears to exist outside any identifiable period in time, filled with garments, memories and fragments from the past. By creating the environment digitally through AI, APUJAN is able to construct a surreal setting that moves beyond the limitations of traditional fashion film production, further blurring the boundaries between fashion, film and technology.
The collection carries a distinctly cinematic quality, with garments that appear to have arrived from different moments in time. Armour-like pieces evoke the idea of travelling through the universe, while a qipao covered in clocks features hands that never stop turning. Distorted shirts, capes from which flowers appear to grow and garments crafted from APUJAN’s signature custom-developed functional fabrics further contribute to the collection’s otherworldly narrative. Alongside these statement pieces, the collection introduces an abundance of lightweight spring knitwear, chiffon, silk shirts and specially collaborated jewellery pieces.
This season’s concept is imagined as though falling into the pages of a fashion magazine, with the film moving from its cover through advertisements, fashion editorials and readers’ letters before ultimately reaching the end. Within this structure, the AI-generated environments allow each stage of the imagined magazine to become part of a continuously evolving world, transforming the fashion film into an immersive visual narrative rather than simply a backdrop for the collection. Through this innovative approach, APUJAN presents a fashion universe that could not exist within the constraints of a conventional physical set.
The use of AI is ultimately an extension of APUJAN’s longstanding approach to storytelling and textile development, allowing the brand to visualise ideas that exist beyond the boundaries of reality. The SS27 film brings together fantastical AI-generated landscapes with details drawn from Eastern dress and Western silhouettes, while the collection itself moves between formal and informal dressing. The result is a meeting point between fashion, technology, literature and cinema, reflecting APUJAN’s continued interest in exploring new ways to communicate its creative world.
Textile development remains at the heart of APUJAN’s practice, with the brand continuously experimenting across a wide range of materials while developing its own original fabrics. This season, the contrast between highly developed textiles and entirely digitally constructed environments allows the collection to explore two forms of innovation simultaneously: the physical possibilities of fabric and the limitless possibilities of AI-generated imagery.
In recent years, APUJAN has continued to expand its cross-disciplinary collaborations beyond fashion, working across corporate uniform projects, stage productions, concerts and red-carpet dressing. The brand has created global uniforms for Samsung and collaborated with brands including McDonald’s and the acclaimed Japanese anime series Jujutsu Kaisen. APUJAN’s designs have also been worn by artists and performers including G-Dragon, Leeteuk and Ten Yamasaki, further establishing the brand’s presence across fashion, entertainment and popular culture.
Having previously been featured in VOGUE, ELLE, GRAZIA, Harper’s Bazaar, L’Officiel, Marie Claire, The Evening Standard, Vanity Fair, AMICA, Forbes, GLAMOUR, TATLER, The Times and Country & Town House, APUJAN continues to push the boundaries of digital fashion and textile development. With SS27, the brand takes its experimentation further through the use of AI-generated environments to create an entire cinematic world, combining innovative technology, Eastern and Western design influences, and its continued fascination with literature, fantasy and the passage of time.
