Not Everything is AI, Part 1: 3D in Fashion Marketing
Let’s talk about 3D Visuals (CG) In Campaigns
Are you a little tech-dazed these days? I am. Between AI, AR, VR, NFTs, and all the other acronyms flying around, it’s easy to lump everything under “the AI stuff.” But not everything reshaping fashion right now is powered by AI.
A lot of what’s been quietly transforming the industry is actually 3D technology—and it’s been working its way into design rooms, showrooms, and marketing campaigns long before AI image generators took over our feeds.
From giant Jacquemus bags floating through Paris to virtual samples being fitted without ever sewing a stitch, 3D has already made a bigger impact than many people realize.
And it’s just getting started.
This is the first article in a three-part series exploring how 3D is showing up across the fashion industry:
Part 1: 3D in Fashion Marketing
Part 2: 3D in Garment Development
Part 3: 3D in Selling Spaces
In today’s article, we’re looking at how brands are using 3D visuals (CG) in campaigns, what’s starting to feel tired, and how AI is now being layered into the mix.
If you’ve been wondering where fashion is really headed with today’s most innovative tech, this series is for you.
Let’s get into Part 1!
3D in Digital Marketing
One of the most visible ways 3D has shown up in fashion is through digital marketing. From niche designer labels to major fashion houses, CG-led campaigns have been trending for a couple of years now.
Here are a few standouts from May 2025 that caught my eye.
Many people point to Jacquemus’ giant Bambino bags floating through the streets of Paris as the moment CGI marketing took off. But some brands were experimenting with it much earlier.
Balenciaga, under Demna, was one of the early pioneers of 3D and digital visuals—not just as a viral marketing tool, but as part of its core creative identity. And honestly, I think Balenciaga has done one of the best jobs at bridging technology and fashion marketing. Their use of 3D wasn’t just a trend—it felt intentional, conceptual, and fully integrated into the brand’s visual world.
Now that Demna is the new creative director for Gucci, I’m really curious to see how his team will weave technology into Gucci’s storytelling, especially given how differently the two brands are.
Here are some examples from Balenciaga’s past CG contents:
*Play the video and tap the top left corner to view it in full screen.*
Gentle Monster, the eyewear brand, was also exploring 3D storytelling as early as 2016—well before it became a trend. What stood out was their use of 3D modeling and animation not just to showcase products, but to build entire surreal worlds that supported their brand narrative.
Then came Jacquemus, who undeniably shifted the concept of CG content in 2023. Instead of creating fully virtual worlds, they placed 3D products into real-life Parisian settings—making the whole thing feel playful and accessible. Their CGI wasn’t long-form or high-concept; it was short, surreal-but-cute, and made to go viral.
*Play the video and tap the top left corner to view it in full screen.*
Now, a few years after Jacquemus proved how effective CGI could be on social media, we’ve hit a bit of a saturation point. Many brands have followed the same formula, and what once felt fresh now risks feeling overdone.
So where is it headed next?
All signs point to AI.
While AI is still a touchy subject in fashion—often met with skepticism—brands are finding clever, subtle ways to integrate it into their content. You’ve probably seen those ‘morphing videos’ where one product transforms seamlessly into another.
Or take Self-Portrait’s Pre-Fall 2025 campaign featuring Jisoo, set against imagined AI-generated backdrops.
And beyond fashion’s own campaigns, the rise of generative AI tools like Higgsfield is pushing “AI aesthetics” into the mainstream. On TikTok and Instagram, creators are using these tools to turn real-life photos into CG-drenched mini-movies—blurring the line between content and campaign. I feel, it’s only a matter of time before AI-generated visuals go from novelty to norm.
So that’s where things stand in 3D fashion marketing: some of it still feels fresh, some is definitely starting to feel tired, and a lot is quietly morphing into something more AI-driven. Brands are always figuring out how to stand out in a sea of catchy visuals, and Tech has become a key part of creative direction—just as important as casting, styling, or set design.
In the next article—Part 2: 3D in Garment Development—we’ll head backstage into the design rooms and sample closets, where 3D tech is tackling something less flashy but arguably more game-changing: how clothes actually get made.
See you there. 💻✂️