'I've Always Been a Feminist': Jean-Paul Gaultier Becomes Curator

Gaultier has straddled the worlds of film and fashion. STEPHANE DE SAKUTIN AFP/File
Gaultier has straddled the worlds of film and fashion. STEPHANE DE SAKUTIN AFP/File
TT
20

'I've Always Been a Feminist': Jean-Paul Gaultier Becomes Curator

Gaultier has straddled the worlds of film and fashion. STEPHANE DE SAKUTIN AFP/File
Gaultier has straddled the worlds of film and fashion. STEPHANE DE SAKUTIN AFP/File

Having achieved pretty much everything there was to achieve in the fashion world, Jean Paul Gaultier is opening himself up to new horizons since retiring from the business last year.

The former "enfant terrible" of French fashion has curated an exhibition in Paris on the power of women, taking in screen icons from Marilyn Monroe to this year's shocking Palme d'Or winner "Titane".

"I've always been a feminist," the 69-year-old told AFP on a tour of the exhibition.

"I wanted to show the evolution of women and men in cinema and fashion. Men becoming more feminine and women taking on more and more power and freedom."

"Cinemode", which opens at the Cinematheque Francaise this Wednesday, brings together hand-picked film clips, photos and costumes.

Gaultier has himself straddled the worlds of film and fashion, having designed costumes for Spanish auteur Pedro Almodovar, and most famously for the 1990s sci-fi hit "The Fifth Element".

He has a particular taste for icons of the 1950s and 1960s, Marilyn Monroe and Brigitte Bardot.

"In the same era, Brigitte Bardot was extremely modern and free, while Marilyn was the female-object par excellence," he said.

He stops to observe Bardot dancing wildly in a scene from "And God Created Woman".

"This was demented for the 1950s!" he exclaims gleefully.

He also loves Bardot's pink chequered wedding dress that is on display: "She had an incredible fashion sense."

- 'A new stage' -

Gaultier surprised everyone in January 2020 when he announced his retirement after half a century at the top of the fashion world.

He now invites a young designer to create an haute couture collection for his house each season, but wants new challenges for himself.

"It's a new stage. I don't want to do simply fashion anymore," he said.

"This feels like I'm creating a new collection. It's a new adventure, mixing fashion with cinema.

"The theme is the mix of styles -- the poor with the rich, the working class with the aristocracy, the extremes meeting each other and creating new babies."

Still with a finger on the pulse of popular culture, the collection runs right up to the present moment, with images from "Titane", the Palme-winning body horror movie about a woman exacting violent revenge on men.

"It's enormously well-made film that shows a very powerful woman in a very modern way," said Gaultier.

The exhibition also features a return to his origins, since it includes the 1945 film "Paris Frills" by director Jacques Becker that set a young Jean-Paul on his career path.

"That was my bible. I didn't go to fashion school, so it was my education -- a fabulous portrait of the world of couture," he said.

"There was a catwalk show and the spectators were applauding and I told myself: 'I want to do that job!'"



Zalando Uses AI to Speed Up Marketing Campaigns, Cut Costs

FILE PHOTO: A person with a shopping bag of Zalando outlet walks along Kurfuerstendamm shopping street looking for bargains in Berlin, Germany, December 3, 2022. REUTERS/Lisi Niesner/File Photo
FILE PHOTO: A person with a shopping bag of Zalando outlet walks along Kurfuerstendamm shopping street looking for bargains in Berlin, Germany, December 3, 2022. REUTERS/Lisi Niesner/File Photo
TT
20

Zalando Uses AI to Speed Up Marketing Campaigns, Cut Costs

FILE PHOTO: A person with a shopping bag of Zalando outlet walks along Kurfuerstendamm shopping street looking for bargains in Berlin, Germany, December 3, 2022. REUTERS/Lisi Niesner/File Photo
FILE PHOTO: A person with a shopping bag of Zalando outlet walks along Kurfuerstendamm shopping street looking for bargains in Berlin, Germany, December 3, 2022. REUTERS/Lisi Niesner/File Photo

European online fashion retailer Zalando is using generative artificial intelligence to produce imagery faster for its app and website, it said on Wednesday, as AI shakes up the fashion industry and cuts costs.
Zalando, which sells branded clothes, shoes, and accessories across 25 markets in Europe, is using AI to produce imagery quickly enough to respond to short-lived fashion trends spread on social media. It is also developing AI-generated "digital twins" of models to use in its marketing.
"We are using AI to be able to be reactive," Matthias Haase, vice president of content solutions at Zalando, told Reuters in an interview.
Using generative AI cuts the time needed to produce imagery to around three to four days from six to eight weeks, and reduces costs by 90%, Haase said, adding the AI-generated content drives greater engagement from customers.
"It's not because of AI content that is better than human-created content, it is really about how new, how relevant it is to our customers," Haase added.
Around 70% of Zalando's editorial campaign images were AI-generated in the fourth quarter of last year as it has increased use of the technology. AI-generated images illustrated Zalando's recap of the year's biggest trends, including "brat summer", "mob wife", and double denim.
For an industry used to costly, meticulously planned fashion shoots on sets or in far-flung locations, the prospect of using AI to speed up production and use marketing money more efficiently is of particular appeal to retailers with far smaller budgets than the big, luxury players.
Zalando is the latest retailer to try out AI-generated digital twins of models, after Sweden's H&M in March said it created digital twins in collaboration with a modelling agency.
The AI-generated three-dimensional replicas enable Zalando to feature a model in a campaign and show an exact replica of that model in the app's product pages, without needing to take hundreds of photos.
Asked how generative AI could affect job prospects for fashion photographers, Haase said traditional fashion shoots will still be needed, but that photographers and other creatives will also have to adapt to using AI tools.
"Creative people fear that AI makes creatives redundant," Haase said. "I don't see that at all, to be honest... I see it rather that creative minds have now, instead of two hands, six hands."