Sportmax Klepsydra SS26

For Klepsydra SS26, Sportmax partnered with BRAVÒ Computer to develop a campaign shaped by AI-driven art direction. At its center is artist Sybille de Saint Louvent, whose practice fuses narrative, emotion, and generative tools into imagery that reads as both editorial and conceptual.

The Klepsydra Capsule celebrates time as movement, transformation, and presence. Each piece reflects the fluid elegance of the hourglass, sculptural yet effortless, timeless yet contemporary. The brief was to translate that idea into a single, resonant image, where form and emotion merge into one frame.

Sybille's approach is grounded in stripped-down, symbolic imagery, where a direct gesture or object, instantly readable, takes on layered brand meaning. Working in close dialogue with BRAVÒ Computer, she built a visual system that elevates time into form, treating the hourglass not as a motif to depict but as a concept to embody.

For BRAVÒ Computer, the project is a study in how AI-driven art direction can serve a fashion brief at the highest level. Generative tools sit inside the creative process, used not as effect but as a precise instrument for translating a brand's core idea into a single, definitive image.