THE ART OF GIVING A DAMN
Letter from the Editor
In a world where almost anything can be generated, what is worth creating? Somewhere between the endless automation of human creativity and the promise of instant creation, we’ve started to lose sight of what makes something worth looking at in the first place. Is it the time it takes to create something? Is it the person behind the creation? Or is it the simple fact that someone cared enough to create it in the first place? In this issue of The Loop, we focus on what it means to give a damn about what we create in an age where artificial intelligence becomes increasingly embedded in fashion marketing. Here, you can find the brands, designers, and campaigns that leave a lasting impression because they invest in a distinct point of view, thoughtful execution, and details a mere prompt can’t replicate. So, as you read, take a second look. Look beyond the campaign, the collection, the final image. Think about who made it, what went into it, and why it matters. In a world that increasingly asks us to do everything faster, maybe the most radical thing we can do is slow down, make something with intention, and give a damn about the result.
With love,
IN THE NEWS:
ORIBE’S FRENCH ART-INSPIRED PACKAGING
For its 2026 holiday collection, the hair-care brand partnered with French mosaic artist Mathilde Herrero, whose original artwork, Golden Reverie, appears across five limited-edition gift sets. Before it became packaging, it was an actual mosaic, assembled in her Angers atelier from raw stone, Venetian glass, and gold glass paste. Its inspiration is personal, too, with Oribe’s goddess emblem, founder Oribe Canales’s love of gold, and the koi that appeared in his tattoos all present in the design. In an issue about the human touch, this is a tangible example of how the finished packaging has a life and an originality that no AI prompt can ever replicate. And what’s even cooler about this packaging is that it resists the impersonal production of ideas and products that AI is capable of and trades it for authenticity, individuality, and intentional craftsmanship.
PRADA’S ANIMATED WINTER WONDERLAND
The man behind Disney’s iconic animation style brings that same nostalgia to Prada’s new winter campaign. John Pomeroy is best known for his work on iconic movies such as Winnie the Pooh and Tigger Too, and now for creating the season’s most talked-about luxury advertisement. The project, titled “Drawing Prada: Animated by Hand,” brings the house’s winter collection to life in a whimsical winter wonderland, where models trek through a magical landscape alongside their playful furry friends. Beyond its storybook charm, the campaign celebrates human imperfection, with visible process sketches revealing a glimpse into the artistry behind each frame. What results is a warm, playful world that feels refreshingly personal, tapping into childhood nostalgia while celebrating the spontaneity and character of traditional hand-drawn animation that AI could only ever dream of generating.
DESIGUAL’S ANTI-AI ATTITUDE
In the label’s Fall 2026 campaign, “Born to Disobey,” Vivian Wilson stars alongside humanoid robot DESI 84. But Wilson decidedly outshines her co-star, as DESI 84 is put through an undignified set of human tasks until it’s pushed past its programming capabilities and short-circuits. It’s a campaign designed to confront us with the radiant chaos of the individual versus the controlled programming of the robot, making its viewers ask questions about the place of AI-programmed tools not only in the fashion industry, but in their lives in general. Speaking about the campaign, Wilson warned that “outsourcing all of your critical thinking to AI is the easiest way to lose your individuality and perspective.” Perhaps that’s what Desigual wants to show its viewers: Humans can — and should —rely on their own thinking and performing instead of letting a program do it for us.
TREND WATCH:
THE HUMAN PREMIUM
Fall 2026 fashion highlights an important change: house designs are moving from pristine luxury to visible imperfection, but why? This shift matters as anti-AI rhetoric in the fashion industry grows, often tied to the proliferation of creative slop “passing” as authentic creation. Consequently, brands are going above and beyond to emphasize human involvement in projects, practically fighting to prove their humanity. Whether through worn finishes or exposed construction, designers are increasingly infusing the creative process into the final product. Prada’s Fall/Winter 2026 collection, for example, used weathered details to explore clothing as an archive of memory and time, and, most importantly, of the human experience. At Altuzarra, creative director Joseph Altuzarra channeled painter Diego Velázquez's realism, emphasizing flushed makeup and dramatic patterns to reference the drama of Renaissance art. Brands’ overemphasis on human creativity raises a crucial question: Will a human premium define a brand’s success in the AI era?
STYLE SPOTLIGHT: THE BEAUTY OF BEING MADE BY HAND
Irish designer Róisín Pierce is making a case for fashion that takes its time. Drawing from traditional Irish lace-making, crochet, smocking, and embroidery, Pierce transforms techniques passed down through generations into sculptural, almost otherworldly womenswear. Her signature all-white collections might look delicate at first glance, but look closer and you’ll find intricate layers of hand-crocheted flowers, embroidered details, and fabric manipulated into three-dimensional forms. Much of this work happens within her own studio, where Pierce collaborates with her mother and other Irish craftspeople to keep traditional skills alive. In an industry increasingly obsessed with efficiency and artificial production, her work is a reminder that some things are worth taking the long way around. After all, the beauty of a garment is influenced by the hands — not the program or computer — that made it.
MFMS PICKS:
For this selection of the MFMS picks, the editors spotlight five handmade creations which they believe to be indicative of the growing emphasis on the importance of human artistry in the fashion world.
Heirlome’s handmade silk rebozo
Alémais Resort 2027 Collection inspired by Mallorca-based artist Sophie Wahlquist
Matthieu Blazy’s debut at Chanel Haute Couture Spring/Summer 2026
