CGI models are no longer a thing of the future, they’re of the here and now. For its FW18 campaign, French brand Afterhomework – founded by young designer Pierre Kaczmarek and his girlfriend, stylist Elena Mottola – have enlisted French artificial intelligence character @perl.www to for a series of imagery questioning the role of AI in today’s world.

Shot by Parisian photography Boris Camaca, the brand’s second ever campaign contains two images. One shows Perl completely naked, covering her modesty and looking uncomfortable with the situation, while an accompanying image is presented as a mise en abyme, with members of the brand all wearing Afterhomework FW18 on set, shooting the campaign with the virtual model who is not physically present. According to the release: “The campaign is based on this strange situation, a team that shoot something virtual – can it be the shooting of the future?”

“The campaign is also questioning the role of artificial intelligence,” continues the press release, “[it’s] a topic that is very much discussed at the moment and by exposing Perl one wonders about the humanisation of these objects as well as our relationship with us (humans).”