Image and Film Policy

We use AI to make many of the images and films on this site. This page says exactly where, exactly how, what we will never do with it, and what happens if we get it wrong.

The rule we work to

AI builds the setting. It never changes the product.

The street, the light, the room, the weather, the person wearing the garment: these can be generated. The garment cannot. Its colour, its fit, its fabric, its stitching and its details are the real product, and we do not alter them to look better than they are.

Where we use AI

• Product imagery. A large part of our recent catalogue, broadly everything added from May 2026 onward, uses AI-generated models and settings. The garment shown is the real garment. The person wearing it and the place they are standing in are generated.
• Films on product pages. Some products carry a short film. In these, the model and the location are generated. The garment is the real product. Every one of these is labelled on the product page.
• Campaign and lifestyle imagery. Generated locations, lighting and mood.
• Social and advertising. Where the platform labels AI content, we let it do so.

How we keep the garment true

This is the part we spend real effort on, because it is the part that matters. Every garment is photographed from the actual production piece before anything else happens. Colour is checked against the physical fabric, not against a screen. Fit is set from the real measurements on the real pattern. Weave, sheen, drape, button and stitch detail are carried across from the true reference and reviewed before a product goes live.

We do not generate a garment that does not exist. We do not adjust colour, fit or scale to flatter. If a shirt is a deeper indigo in person than on your screen, that is a problem for us to fix in our photography, not something to correct with a generator.

If we get it wrong

If a garment reaches you and the colour, the fit, the fabric or the detail is not a fair match for what the page showed you, that is our failure, and we do not treat it as a matter of opinion.

Tell us and we will take it back immediately and send you a replacement or an exchange of your choice, or issue store credit if you would rather. We will also correct the imagery so the next person does not have the same experience. There is no restocking charge and the reverse pickup is on us.

This sits alongside your existing rights under our Returns Policy and does not replace them.

Where we never use AI

• Reviews and customer photos. Every review and customer image on this site comes from a real customer. We do not write them and we do not generate them.
• Claims. We do not use imagery to imply a performance, a fabric property or a result the product does not deliver.
• Colour, fit and scale accuracy. See above. This is the line.

Why we tell you at all

Research published in 2026 surveyed 502 consumers on AI imagery in retail. Two findings decided our approach. When two brands both use AI, 79 percent said they trust the one that discloses it, against 4 percent for the one that does not. And 85 percent could not reliably tell AI images from real ones.

That second number is the reason we label rather than stay quiet. Almost nobody would catch us. People asked to be told anyway, and being told is the whole point.

Questions about anything on this page: contact us.

Last updated 31 July 2026.