Revolutionizing Fashion and Make-up with Marika D'Auteuil - B. Agency
💡 muffin.ai: the media to understand the challenges of AI and leverage them in our society and jobs — by a collective of French engineers & entrepreneurs.
Hello everyone!
Today, we share our conversation with Marika D’Auteuil, a Canadian makeup artist from B. Agency. Known for her daring and imaginative style, Marika delves into the relationship between artificial intelligence and artistic creation.
🧁 We love Marika's style and her passion for "text to image" tools like Midjourney. Her AI Instagram account is a treasure!
Thank you, Marika, for the interview.
On the menu today:
😆 Marika's interest in GenAI tools
⛅️ The origins of her inspirations
🖼 The current impact on advertising campaigns for fashion brands?
👀 Some sources recommended by Marika
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🧁 MF : Hello Marika, thank you for being with us today! Before we delve deeper into your daily life, where does your interest in GenAI tools come from?
👉 Marika:
Hi! Oh, it's a pleasure to be here, thank you for inviting me! My journey with GenAI tools is quite an unusual story. It began in the most unexpected way. One day, my boyfriend sent me a photo on Instagram, and I was left speechless. It was an image of makeup and a hairstyle so spectacular, it was as if it was taken from a science-fiction movie!
I wondered who could be the artist behind this masterpiece. I spent entire days scouring the web, and that's when I stumbled upon this incredible look. I realized it wasn't the work of a human, but created by artificial intelligence. It was a revelation! Since then, I've dived deep into the GenAI "text to image" tools, to the point of obsession!
They've opened up an entirely new world of creativity and innovation for me. Each creation is a surprise, a unique piece of art generated by technology, it's magic. They've transformed my perception of art and beauty, and I'm eager to see where this journey will take me!
🧁 MF : Where do you draw your inspirations from, and how do these tools boost your creativity?
👉 Marika:
It's a bit cliché to say, but inspiration is everywhere. I absorb everything around me, anything that sparks my creativity. Art, architecture, movies, music... and even beyond, everything is a source of inspiration for me. I especially love drawing from the unknown, from what doesn't exist yet. It's a blend of references and ideas that, once merged, give birth to something truly unique. And that's where the GenAI tools come into play and become a valuable ally in my creative process.
With the text to image feature, for example, I can turn my most abstract thoughts into tangible images. These tools allow me to visualize different options, and sometimes, they lead to "happy accidents", unexpected but absolutely beautiful creations!
🧁 MF : Tell us more about your use of these tools; one might mistakenly think it's easy, but what's the reality?
👉 Marika:
Absolutely, I understand why one might think it's a walk in the park, but the reality is a bit more complex. Of course, anyone can use these tools, but to achieve something specific and unique, there's a considerable amount of work upfront. The automatically generated results can often be generic and imperfect.
Backgrounds and faces aren't always as refined as one would hope. It's a bit like a raw canvas that requires delicate touches to reveal its true beauty. I spend a lot of time refining the brief, meticulously choosing each word of the prompt to guide the AI in the desired direction. It's a process different from traditional photo production, less focused on lighting and styling, but just as demanding.
For me, it's a goldsmith's work to create something niche, imperfect but preferential, where each imperfection adds to the uniqueness and beauty of the piece. It's a delicate balance, a dance between technology and art, and every step is essential to create something truly special.
🧁 MF : What are fashion brands looking for with these images? Does it pose problems to use humans less?
👉 Marika:
That's a relevant question. Fashion brands are constantly seeking innovation; they want to be at the forefront, embracing everything avant-garde. It's the sign of the times.
For instance, I did the digital visuals for Pat McGrath Labs' Divine Blush using GenAI tools. You can see a photo excerpt below.
These tools are mainly used as sources of inspiration and support. There's no intention to replace traditional photoshoots, and there's complete transparency about this. AI-generated images are a complement, not a substitute.
Brands are cautious. They know that to maintain public trust and engagement, they can't rely entirely on AI-generated content. It's a delicate balance. Human creations have an authenticity, a soul, that can't be fully replicated by technology.
I don't see creative professionals losing their place. These tools are an additional equipment, a new color palette to paint even richer and more diverse pictures. The audience, I believe, isn't ready to give up the authenticity and depth of works created by human hands. Technology and humanity coexist, each bringing its unique value to the creative table.
🧁 MF : Thank you, Marika, for sharing. Can you recommend any sources for us to delve deeper into the topic?
👉 Marika :
I learned more by watching tutorials on YouTube. The best way to learn is by diving right into Midjourney or Dall-E 🙂!
Enjoy your week !
— muffin.ai team
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