Use of artificial intelligence

This website includes text, images or illustrations generated or edited using artificial intelligence. As the technology changes we intend to keep using it responsibly and transparently, under human oversight, so that what you read and see here is truthful, appropriate and not misleading.

What that means here, specifically

A blanket sentence is easy to write and tells you nothing, so here is the actual position.

• Written copy. Much of the writing on this site — product descriptions, these policies, the wording on buttons and pages — was drafted with the help of AI and reviewed by us before it went up.
• Illustrations. The small decorative marks — the parcel and the sparkles that drift down the home page — were drawn as vector artwork with AI tooling, from our own packaging.
• Our logo. Drawn by a human designer. Not AI.
• Product photographs. Photographs of the clothes are real photographs of the real garment. Where one has been edited with AI, it carries the icon described below.

Images with the AI icon

Images bearing the AI icon have been edited, modified or occasionally generated using artificial intelligence solely for aesthetic, presentation or technical purposes — a removed background, a cleaner backdrop, a correction to the lighting.

They are produced in a way that keeps the product represented faithfully in its essential characteristics: colour, material, construction, cut and how it is worn. If an edit would change how the garment actually looks on a person, we do not make it.

An image without the icon has not been edited in that way. That is the point of marking them — the unmarked ones have to mean something.

Questions

If anything here is unclear, or you want to know how a specific image was produced, ask us and we will tell you.