That fashion is much more than the production of clothes, the fashion duo ELFS, has been living and proving for 20 years, and the latest creative idea that came out of their studio literally drove social networks crazy. Ironic, witty, fun and with a lot of jokes at their own expense, ELFS showed once again why they are adored by generations from 7 to 77 years old. With the help of AI tools, they are the first fashion brand in this area to create its own AI ambassador, Đurđa, better known as a fashion critic. But Đurđa is not just an AI avatar. Đurđa is the only fashion critic who never changes her clothes. Why?
“As always, we understand fashion as communication and as entertainment, and we always try to comment on current social events through our expression and in our own way. The topic of artificial intelligence has been in focus for a long time, and in this way we gave our commentary on the ubiquitous question of whether artificial intelligence will replace people and our work. In the absence of fashion critics, we invented an AI fashion critic who talks only about ELFS and praises only us, and never changes clothes and has no stylist“, they revealed to us from ELFS. Although she knows absolutely everything about fashion, and mostly about ELFS, she has never entered a fashion brand store or been to a fashion show.
Đurđa has no celebrity friends, although famous people have been praising her on social networks since her first appearance. In the virtual world, in a virtual workplace like a professional TV presenter or critic, virtual Đurđa comments on ELFS. A number of well-known television and radio presenters immediately reacted to Đurđa’s video: “Đurđa, colleagues!” wrote Jelena Glišić, “Well done”, Marijana Batinić also congratulated her, “Đurđa is a top, professional total” also wrote Ivana Mišerić.
Following in the footsteps of numerous global fashion brands that presented their collections with the help of artificial intelligence, ELFS went one step further and created a completely new face on our fashion and media scene. Good fun is guaranteed with ELFS, which celebrated 20 years of work with a celebratory fashion show in mid-April and once again reminded everyone that their vision of fashion is always and above all to satisfy the needs of their clients and to give them a way to communicate their own desire through fashion to live with a sense of humor the most beautiful moments of life.The theme of the celebratory fashion show – party perfectly prepared the ELFS girls for the upcoming summer parties, graduation parties, weddings and similar party occasions.
The new collection is dominated by dresses and suits in vivid colors: neon shades of pink, green, gold, orange, turquoise, yellow. The new lookbook brings pieces from the new collection, and Đurđa would certainly recommend combinations with ELFS semi-loungers and small evening bags. And while fashion connoisseurs are enjoying the new ELFS combinations, the audience on social networks can’t wait for new reviews and recommendations from the fashion critic who never changes her clothes.
Photo: Danijel Galić
Models: Talia models, IM studio models
Make up: Profokus
Hair: Cotril and Salon Premium
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