Lucinda Pikkat

My first initial reaction was, have they partnered with Angry Birds, which isn't that far-fetched, right?

With like the IP of Angry Birds.

Right, I thought, is there a new, you know, we've seen Golden Valley partner, there's the juice with New York Fashion Week.

We've seen some absurd partnerships.

That was my first initial, this is ridiculous, but it's not.

And he's quite a big deal in that surrealism virtual reality space.

Is he?

I didn't know anything about him.

Yeah, he's New York based.

But yeah, partnering with him, like there's credibility with that.

Yeah.

See, I think there's a big faux pas there.

I think like you'd credit the photographer you've used, you'd credit even just the AI designer who did it.

Or you need some transparency around it being so new as well.

Like I know AI has been around for...

but being so new to the fashion space.

Like you said, it's been around a lot within e-com.

And we've been seeing these hyper-real models, for example, H&M.

Remember how they used the models?

But they also sort of made it part of their campaign by getting the models involved saying...