UPPROVE

H&M × Akar Textile

AI-Driven Fashion Concept Project

What we did

Artificial Intelligence Integration, Creative Direction, Concept Development, Film & Presentation Design

Description

UPPROVE is an AI-driven fashion innovation platform developed by Akar Textile in collaboration with H&M — designed to revolutionize the way creative concepts are generated, evaluated, and integrated into production.
By using advanced artificial intelligence, UPPROVE analyzes fashion trends, materials, and design data to generate real-time creative suggestions, streamlining the path from concept to creation.

The project reimagines the intersection of data and design, turning insight into inspiration and efficiency into artistry.

Creative Approach

Kitchenew Media led the creative direction and brand storytelling, transforming the technical depth of AI into a compelling visual and emotional narrative.
We designed the campaign and launch film to highlight how UPPROVE merges human creativity with machine intelligence — making fashion smarter, faster, and more sustainable.

Minimalist visuals, precise motion graphics, and forward-thinking typography were used to express the platform’s intelligence, elegance, and Scandinavian design sensibility.