{"id":3273,"date":"2025-08-14T10:15:28","date_gmt":"2025-08-14T10:15:28","guid":{"rendered":"http:\/\/www.angesfinanciers.org\/?p=3273"},"modified":"2025-08-15T15:28:20","modified_gmt":"2025-08-15T15:28:20","slug":"architects-are-the-ones-who-discovered-the-power-of-ai-imaging-says-seraphinne-vallora-co-founder-andreea-petrescu","status":"publish","type":"post","link":"http:\/\/www.angesfinanciers.org\/index.php\/2025\/08\/14\/architects-are-the-ones-who-discovered-the-power-of-ai-imaging-says-seraphinne-vallora-co-founder-andreea-petrescu\/","title":{"rendered":"Architects “are the ones who discovered the power” of AI imaging says Seraphinne Vallora co-founder Andreea Petrescu"},"content":{"rendered":"
\"Seraphinne<\/div>\n

AI marketing studio Seraphinne Vallora made headlines with its controversial AI<\/a> model campaign in Vogue. In this interview<\/a>, co-founder Andreea Petrescu tells Dezeen how she learnt the power of attention-grabbing images while working at Foster + Partners<\/a>.<\/span><\/p>\n

Petrescu, who co-founded Seraphinne Vallora<\/a> two years ago with fellow architecture graduate Valentina Gonzalez, previously worked at Foster + Partners<\/a>, where she was involved in the concept development of projects.<\/p>\n

She said that it was in this role that she learned to create an image that sells.<\/p>\n

\"Seraphinne
Andreea Petrescu (left) met Seraphinne Vallora co-founder Valentina Gonzalez (right) while studying architecture<\/figcaption><\/figure>\n

“I was working at Foster + Partners doing competition projects for Saudi Arabia, and when you do a competition, you have to attract attention from the client, the public and superiors you work with, so that you win,” Petrescu told Dezeen.<\/p>\n

“You learn about how to create compositions and stories that sell the project \u2013 I feel like that’s the most important part.”<\/p>\n

“We always thought about the story of the space first and what happens in the location,” she continued. “We didn’t just create beautiful renders of that location; we put activity in there”<\/p>\n

“That’s how we also approach our AI images now for fashion and real estate.”<\/p>\n

\"Seraphinne
The studio recently made headlines for its AI Guess campaign, which featured in Vogue<\/figcaption><\/figure>\n

Seraphinne Vallora was caught up in media frenzy when an AI campaign it created for clothing company Guess<\/a> was printed in three countries’ editions of Vogue magazine, which it claims is the first time the magazine has used AI-driven images.<\/p>\n

The Guess campaign was also featured in other publications, including Grazia, Harper’s Bazaar, Elle and Financial Times, as well as in Guess stores.<\/p>\n

Many were outraged at the AI images<\/a>, expressing concerns over unrealistic beauty standards and for job security in the fashion industry. However, the backlash did not surprise Petrescu.<\/p>\n

“I’m not surprised at all, because I realised we shocked an industry that has done things in one way forever,\u201d she said.<\/p>\n

\"Seraphinne
Petrescu said she learned to create attention-grabbing images while working at Foster + Partners<\/figcaption><\/figure>\n

While the fashion industry may be grappling with how to embrace AI, Petrescu argued that architects are the ones spearheading its development for image creation. She believes that advances in AI image generation were driven by the desire to make the architectural rendering process faster.<\/p>\n

“This technology in architecture will be accepted the fastest, if it’s not already accepted,” she said.<\/p>\n

“I remember in university and being at Foster + Partners, we were curious about it because we saw the potential, because we knew how long it takes to render and do a project \u2013 what if there’s a tool that can make all of this a little faster for us, or make the atmosphere change in an instant?”<\/p>\n

“I believe architects started this,” Petrescu continued. “Architects and rendering teams are the ones who discovered the power of this.”<\/p>\n