[Edaily Reporter KIM JUNG YOU ] The scope of artificial intelligence (AI) adoption in the domestic fashion industry is gradually expanding. It appears that the field is broadening beyond simple sales tools to include solutions used for marketing purposes, such as content creation.

ShinsungTongsang(005390)announced on the 2nd that its Namsung fashion brand, “Giogia,” has released a campaign video titled “The Wave Makers” utilizing generative AI technology.

The newly released video conveys a message of encouragement to office workers in their daily lives. It features a virtual model generated by AI wearing the Geogia summer collection and moving through spaces created using AI technology. AI enables the virtual realization of various images envisioned by the brand.

The products featured in the video consist of Giorgia’s flagship summer items. Centered on shirts and pants made from materials such as pleated fabric, twill, and linen, the campaign proposes business-casual looks.

In conjunction with this campaign, Geogia is also running a “Hot Summer” promotion on its online store, “Goodware Mall,” through the 26th. Additionally, a social media event is being held on Instagram through the 12th.

This event provides AI prompts that allow users to create celebratory images and videos—styled after outdoor subway advertisements—to mark meaningful moments in the lives of working professionals, such as starting a new job, getting a promotion, or changing jobs. Customers will experience the process of creating and sharing content using AI themselves.

A Geogia representative stated, “We planned this campaign to deliver a new brand experience and a message of encouragement to Namsung office workers in their 20s and 40s who are weary of their repetitive daily routines,” adding, “We will continue campaign activities across various touchpoints so that consumers can experience Geogia’s product competitiveness and brand message in a more engaging way.”