Disrptve Communications, an integrated communications and marketing agency known for blending creativity with technology, has unveiled an AI-powered visual storytelling asset for Delhi-based designer Sarab Khanijou’s couture label, DHUN. Titled DHUN – A Melody in Motion, the project reimagines hand-embroidered couture through generative AI while preserving its artisanal essence.
Reimagining Couture Through Technology
For this initiative, Disrptve Communications set out to shift how couture is visually experienced in the digital space. The agency created an immersive narrative that enhances perception without altering the craftsmanship at the core of the collection. Its in-house creative and technology teams worked closely to ensure that every visual captured the rhythm, movement, and individuality of Khanijou’s designs.
Precision-Driven AI Workflow
The project began with a detailed photo capture framework developed by Disrptve’s technology team. This process ensured consistent lighting, accurate textures, and uniform presentation across all garments. High-resolution imagery captured embroidery details, sequins, and fabric movement in depth.
These images were then used to train custom lightweight AI models, known as LoRAs. The models enabled precise visual replication while maintaining the couture’s original textures and emotional depth.
Design Narratives Inspired by Rhythm and Heritage
Using these tailored AI models, Disrptve’s creative team developed mood-led compositions inspired by DHUN’s themes of heritage, rhythm, and motion. A proprietary workflow combining Flux and advanced inpainting techniques allowed the garments to be recreated with exceptional accuracy. As a result, the visuals enhanced the couture’s presence without compromising authenticity.
Industry Voices on AI and Creativity
Commenting on the project, Chetan Chopra, Chief Business Officer at Disrptve Communications, said the collaboration explored a new dimension of fashion storytelling. He noted that AI served as a tool to refine creativity rather than replace it, enabling designers to visualise their work in ways previously unexplored.
Designer Sarab Khanijou shared that he initially approached the use of AI with hesitation. However, the final output convinced him of its potential. He said the visuals brought a contemporary interpretation to traditional Indian couture while respecting its heritage.
Expanding the Future of Fashion Storytelling
The project resulted in a campaign shoot and teaser videos that captured the movement, emotion, and craftsmanship of DHUN. Through this initiative, Disrptve Communications continues to demonstrate how AI-driven creative production can elevate storytelling across fashion, luxury, and entertainment industries.
