Job Description
The role
This is a hybrid role at the intersection of fashion styling, creative direction and AI-powered content generation. We are looking for someone with a strong foundation in traditional styling and creative direction within a fast-paced fashion e-commerce environment, who has also actively experimented with AI tools for prompting and content generation. You will need a very good understanding of every aspect of an image: styling, lighting and overall aesthetics.
The role focuses on developing high-quality prompts for image and video generation across a range of fashion categories, enabling scalable, high-impact e-commerce content. Depending on business needs, it may also include on-set styling for traditional shoots.
Key responsibilities
AI-driven content creation
- Develop high-quality prompts for AI-generated images and videos across apparel, accessories and footwear.
- Build and refine prompt libraries to ensure brand consistency, realism and scalability.
- Test, iterate and optimise prompts for various AI tools, including image, video and diffusion platforms.
- Enhance creative output and elevate the aesthetics of product and model imagery.
Styling and creative direction
- Create mood boards for product shoots and AI image generation.
- Ideate creative directions that align with brand guidelines.
- Ensure AI-generated visuals follow brand styling guidelines and fashion sensibilities.
- Translate trends, silhouettes, fabrics and styling nuances into accurate prompts.
- Collaborate with category and merchandising teams to ensure product accuracy.
Quality, efficiency and process
- Conduct QC on generated images to ensure consistency, accuracy and brand compliance.
- Train team members across locations on AI and QC processes.
- Work with studio operations and retouching to improve speed-to-market using AI.
- Develop workflows that reduce dependency on physical shoots where applicable.
- Run A/B tests to monitor quality, improve turnaround time and optimise cost per product.
- Document insights, prompt variations and model behaviour for continuous improvement.
Cross-functional collaboration
- Collaborate with AI teams on model capabilities and workflow automation.
- Share best practices and insights with styling teams to uplift capability.
- Troubleshoot issues and provide structured feedback to AI engineers and partners.
Stakeholder management
- Work with brand teams to get initial direction on the season and trends.
- Present test results back to the brands for feedback.
- Iterate on results based on feedback, to the brands' satisfaction.
What you'll bring
- Fashion background in styling, photography or creative direction.
- 3–5 years' e-commerce experience in a fast-moving, high-SKU environment.
- Strong knowledge of aspirational imagery: aesthetics, lighting and styling.
- Hands-on experience working with AI tools.
- Tech-savvy, AI-curious and eager to experiment with new creative tools.
- Strong understanding of product types, silhouettes, fits, fabrics and fashion aesthetics.
- Self-learner, proactive and able to operate in high-speed environments.
- Excellent written communication skills for crafting precise prompts.
- A go-getter with strong ownership and a problem-solving mindset.
Thank you for your application. Only suitable candidates will be contacted.
Please note that by applying to this role, your profile will be searchable in our database. Our Recruiters will contact you should another suitable role become available.