Fashion marketing is known for pushing boundaries. In 2023, Louis Vuitton and Yayoi Kusama took over buildings with creative displays and larger-than-life 3D models. AI technology is enabling large-scale stunts such as JD’s Big Ben takeover which have widespread social media impact at a fraction of the cost.

Yet in a world where audiences are growing savvy to the use of AI and tired of social media fakery, lo-fi authentic unpolished content is growing in popularity, especially amongst Gen Z. As consumers become increasingly aware of the negative impact of social media on their mental health, marketing rooted in an airbrushed ‘great life you aren’t living’ is running out of steam.

Huge luxury brands like Marc Jacobs have been jumping on TikTok to engage in trends enlisting popular creators like Nara Smith to create humorous content. Brit Girl brand, Peachy Den, created an in-house social video inspired by The Devil Wears Prada that struck a chord with rom-com fans. Burberry has cemented its brand image through quick videos showcasing the brand’s famous print, and Acne Studios has taken consumers behind the scenes at photoshoots.

This quick turn-around, low-production content allows brands to tap into culture quickly, and engage in direct conversation with audiences. In contrast to AI, the method embraces a more human approach to advertising, meeting consumers where they are in a way that speaks to them. In a world of AI overwhelm, we asked industry experts: is lo-fi social here to stay in fashion communications?

As feeds are flooded with overly-produced content and unoptimised TVC cutdowns, lo-fi social and AI-generated content have carved out distinctive niches within fashion communications. Lo-fi’s unpolished realism stands in stark contrast to generative AI’s unnatural hyper-realism, both owning separate roles to traditional editorial content and subverting expectations of the industry. Despite their differences, we don’t have to limit ourselves to accepting one or the other.

Generative AI thrives on experimentation, pushing the boundaries of imagination rather than imitating reality. Collaborations like Gentle Monster x Tekken 8’s collaboration transformed users into Kazuya Mishima, and Vogue Italia’s AI-enhanced cover shoots demonstrate AI’s potential to blur the lines between real and artificial, tapping into fantasy.

Meanwhile, lo-fi content is the darling of the industry for its efficiencies and authenticity. Its raw, socially-native formats connect brands with consumers in a cost-effective way. However, sustaining premium experiences for high-fashion audiences can be challenging. Brands like Burberry and Loewe have invested in social-first craft, blending luxury cues with lo-fi aesthetics to create engaging, trend-driven content.

It’s clear that both Generative AI and lo-fi are both pillars in fashion comms on social. While they differ in visual style and purpose, neither is in opposition. Brands should explore how to leverage their strengths or subvert expectations to fit these mediums into their own brand worlds, keeping audiences engaged and on their toes.

Whilst AI has opened up a world of possibilities creatively, it's still a relatively new concept and comes at a cost which not everybody can afford. In my opinion, low-fi social is here to stay for the time being at least, especially for fast fashion brands who want to create content in a rapid, cost effective way. I'd encourage fashion clients to experiment with AI, but I don't think we are quite ready for a full AI takeover just yet.

In the face of AI overload, low-fi social content is likely to remain a staple in fashion communications- with some *amends*.

Generally it’s accepted that on social media, audience preferences have shifted in recent years to seeing a more authentic, low-fi approach to branded content. However, trends like the "airport tray aesthetic" hint at a desire for more curated feeds (shout out to the OG Instagrammers).

Low-fi content has several benefits, primarily speed of production and an appearance of authenticity/relatability. However, as AI image and video generation tools become more accessible (and, importantly, more advanced) for brands and agencies, marketers should anticipate an increase in more highly-polished, AI-generated assets as the longer production turnaround times have been removed.

In fashion communications specifically, low-fi content helps to sell the lifestyle associated with it, versus the product, and as the fashion industry embraces authenticity and rawness, this less polished and more casual approach resonates with modern audiences fatigued by the hyper-curated digital content.

Speaking from Gung Ho’s experience, we’ve produced projects and worked on strategies for projects that range from all manner of perspectives. We’ve responded to briefs that have seen us task artists to create digital interpretations to real life products, and most recently have activated content partnerships that chose creators we know already love the product in question, and for that content to simply showcase how they actually use them, true to their personal style and lifestyle.

It’s no great secret that brands are looking to showcase authenticity in a world where we have it all at our fingertips and AI can push the limits of our imagination. Shooting campaigns on film, styling that consists of simple layering, and props such as a bag of groceries and a cup of coffee feel commonplace. Low-fi is very much booming, our desire to feel like we’re in a 90s Ralph Lauren advert is going nowhere, AI, if anything, will complement this approach.

In summary, low-fi content is an essential, long-term strategy to maintain trust and authenticity, and as platforms see an increase in sleek, AI-generated content, the imperfect and relatable will always have a place- but it’s likely that the approach to low-fi production will include some aspect of AI-generation.

With AI-generated images flooding our feeds, low-fi content feels like a much-needed anchor in reality. It brings back the authenticity that fashion audiences crave – real, relatable moments, instead of the glossy, hyper-polished visuals that can sometimes feel distant. Low-fi fashion content cuts through the noise, offering something raw and unscripted, which is what makes it so much more engaging.

Low-fi social is all about embracing imperfection. It focuses on storytelling that sparks genuine conversations and highlights the beauty in the unfiltered – something the fashion industry hasn’t always championed. This shift meets the growing consumer demand for transparency and connection; audiences want to see the personality behind the brand, and low-fi delivers that in a way that feels intimate and unpolished.

AI may be becoming more dominant in content creation, but that’s precisely why low-fi is here to stay. It balances the high-tech world with a more grounded, real-world approach, keeping fashion rooted in culture and creativity. Low-fi goes beyond chasing 'perfection' by tapping into the stories, communities, and values that truly resonate with consumers, building authentic emotional connections. As brands look for ways to humanise their digital spaces, low-fi will continue to play a key role in fostering meaningful relationships and lasting loyalty.