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Cynical London campaign image: model in a Cynical tee and boots on red theatre seats

Internal project · Cynical London

A London label built to repeat.

An internal project, made purely to grow our knowledge and skills in the new AI era: a fashion brand of our own, built end to end ahead of its launch.

Brand
Cynical London
Project
Internal RedPxl project
Sector
Fashion ecommerce
Services
Creative Studio, Web Development, Retention, Paid Media

The project

A brand of our own, built to learn

Cynical London is an internal RedPxl project: a fashion brand we’re preparing to launch ourselves, and it hasn’t launched yet. We made it purely to expand our knowledge and skills in the new AI era, taking one brand from nothing to launch-ready.

What we set out to learn

  1. How to build a storefront that sells the way people shop fashion: by look, by fit, by season.

  2. How to photograph a full range with AI models, styling and settings, without booking a shoot for every drop.

  3. How to plan the retention and paid media that would turn a first order into a second one, ready for launch.

Creative Direction

World building

A young, carefree luxury dystopia. Characters who love the glitz but are too real for its rules, mixing ripped bootcut denim with designer and hanging out in abandoned buildings.

A reference photo of a woman in a military-style cap and red-striped jacket, two crops of the same shot.A reference photo of a shirtless man lying across a bed in black flared trousers.A reference photo of a man sitting on a bathroom floor in a graphic t-shirt and snakeskin boots.A reference photo of a man in a leather jacket and gold boots lying across a tufted sofa holding a guitar.A scanned fashion campaign tearsheet of two people wrapped in fur coats on a leather sofa.A reference photo of a man in ripped jeans and a white vest smoking on a stone doorstep.A reference photo of a couple in distressed denim and graphic tops embracing against a white background.A black-and-white magazine tearsheet of a couple in coats.A black-and-white magazine tearsheet of a couple in patterned shirts, with a Spanish fashion credit.A reference photo of a shirtless man playing guitar beside a US flag, a woman in the doorway behind him.A reference photo of two women on a street at dusk, one on the phone, flames visible behind them.A reference photo of two women outdoors, one in a pale wig crouching, the other standing in the distance.A reference photo of a person's legs in metallic trousers and heels beside a fire in a derelict room.A reference photo of a man in a vest leaning out of a car window with a cigarette.A reference photo of a woman playing guitar on a balcony above a woman lying across the window ledge, marked AI modified.A reference photo of a person lying on a road beside a branded bag and boots.A reference photo of a woman lying in an open car boot in distressed jeans.A grainy film still of a man reclining in an armchair beside a lamp.A reference photo of three women sitting against a tiled wall, from a magazine spread.A reference photo of a man lying on a bed in a graphic t-shirt, shot from above.

Brand Identity

A logo about fighting yourself

We designed the Cynical logo around the idea of fighting with yourself, using two figures locked in combat as a visual metaphor for internal conflict. The overlapping forms blur the line between the two characters, so the opponent becomes a reflection of oneself. The raw, organic linework and distorted silhouettes were kept on purpose to carry that unrest, while the bold black-and-white treatment gives the identity a distinctive, contemporary edge.

The Cynical logomark: two boxers locked in combat.
The Cynical wordmark, white on black.
The Cynical logomark and wordmark combined lockup.

Web Development

The store we built

We designed and built Cynical’s Shopify store from the first layout to launch, around one idea: let the imagery do the selling. The homepage opens on a full-screen split between Mens and Womens, so every visitor lands one tap from the right range. Behind it, the catalogue is organised the way people actually shop fashion, by New In, Best Sellers and Sale, with a size guide on hand and a stripped-back black-and-white interface that keeps the focus on the clothes. The result is a store that feels as considered as the brand, built to turn a first visit into a repeat customer.

The Cynical London storefront design: a full-screen split between Mens and Womens.

Campaign imagery, without the shoot.

From concept to campaign-ready imagery, our AI workflow combines custom prompt systems, automated generation and our own image-consistency technology for high-quality visuals in a fraction of the time. Backed by a team with deep image production and fashion experience, we get the details right, from garment fit and styling to proportions, lighting and composition, for photorealistic, consistent imagery with full creative control. Ready to create without production limits? Let’s talk about your next campaign.

A man wearing a blue check hooded jacket over a white top.A man in a black Cynical tank top sitting in a derelict, overgrown corridor, text reads Cynical Men's stacked denim out now.A man wearing a black Cynical cap and a black long-sleeve top printed with four close-up photographs.A model in a black Cynical t-shirt and Union Jack denim shorts, seated across red theatre seats.

AI Creative

The model gallery

A cast of AI models built for the brand, each shot across a full set of looks.

Jack, one of the Cynical London AI models.Blake, one of the Cynical London AI models.Jeremy, one of the Cynical London AI models.
Kiki, one of the Cynical London AI models.Lily, one of the Cynical London AI models.Eva, one of the Cynical London AI models.

AI Creative

From model to campaign

An AI model, the styling and a setting, combined into a finished campaign shot.

ModelStylingEnvironment
An AI-generated model in a plain cream base outfit, front view.A black t-shirt with the Cynical logo printed across the chest.Two studded bracelets, one with cone spikes and one with pyramid studs.Denim shorts with Union Jack patches on the back pockets.A pair of black buckled knee-high boots with a pointed toe.Rows of worn red velvet seats in an abandoned theatre auditorium.

Results

The styled AI model standing between rows of red theatre seats.
The styled AI model seated across a row of red theatre seats.
The styled AI model shouting, seated among the theatre seats.

Paid Media

The creatives behind the ads

Every ad we designed for Cynical’s paid campaigns.

A pair of black platform mule sandals, worn with legs raised in the air.last pairs left
A man in stacked black jeans sitting in a derelict corridor, text reads Cynical Men's stacked denim out now.
A man in a black beanie holding a Cynical skateboard deck up to his face.
A woman in a yellow knit set crouched on a car roof in flood water, text reads Riviera off shoulder knit set.
Grey graphic sweatpants in close-up, text reads Cynical, high quality streetwear.
A man sitting on a London street with Big Ben behind him.
A woman in a cap and grey graphic shorts sitting on a wooden chair by a lake.LONDON’S BESTSELLING STREETWEAR
A woman in a striped knit crop top and shorts lying in a wildflower field.
A burgundy leather jacket, white top and black jeans styled headless on a chair.NEW DROP · SHOT IN LONDONEXPLORE
A burgundy leather jacket, white top and black jeans styled headless on an escalator.LONDON’S BESTSELLING STREETWEAR
A black top, striped trousers, rings, a watch and perfume in an airport security tray.
A man in stacked black jeans sitting in a derelict corridor, text reads Cynical Men's stacked denim out now.

The Result

Cynical had the clothes. It needed a world. RedPxl built it.

We built the brand world, the photography system that fills it and the storefront it will live on, and learned the new AI workflow end to end along the way.

Contact us

Tell us what you’re growing

Email
zain@redpxl.uk
Phone
+44 7525 832432
Office
Canary Wharf, London
Hours
Mon to Sun, 09:00 to 18:00

Send the numbers you have and the target you are working to. We will tell you plainly whether we can help.

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