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Getting Started with Brand DNA

How to set up your Brand DNA — brand profile plus saved personas — upload product references, and generate your first on-brand product photography.

Your Brand DNA — a structured brand profile plus a library of saved personas — is the foundation of consistent AI product photography. Unlike general-purpose image generators that produce a statistical average of the internet, your Brand DNA and persona reference photos are applied directly to every generation, capturing your specific fabric behaviour, casting language, lighting signature, and editorial mood.

This guide walks through the end-to-end workflow: setting up your Brand DNA, creating a persona, and generating your first production-ready images with Fashion Photo. There’s no training step — every change takes effect on your very next generation.

Why Brand DNA matters

Fashion brands invest heavily in visual identity. That identity lives in details — how jersey drapes versus structured tailoring, how skin is lit, how models relate to camera. Generic AI tools approximate “fashion photography” but not your fashion photography.

Brand DNA captures those patterns in a structured brand profile and a library of persona references that every module reads directly — Fashion Photo, Flat Lay, Cut-Out Photo, Hero to Video — so output stays on-brand across channels, with no separate model to manage per module.

Step 1: Set up your Brand DNA

In your workspace, go to Settings → Brand and complete your brand profile:

  • Industries and categories — the product categories you generate for (apparel, footwear, jewellery, accessories, etc.)
  • Gender and age focus — who your product photography is styled for
  • Quality tier and aesthetic — a short written description of your visual register (e.g. minimal editorial, warm commercial, high-contrast studio)
  • Cultural rules and persona strategy (optional) — any casting or presentation guardrails specific to your brand

This takes a few minutes and applies immediately — every module folds it into the generation prompt as your “brand voice.” There’s no upload of a training set and no processing delay.

Step 2: Create a persona

For on-model photography, personas lock casting across a session. A persona defines a specific face and body via reference photos — so every garment in a drop appears on the same model.

  1. Go to Personas in your workspace (or create one directly from the Fashion Photo picker).
  2. Upload 1–10 reference photos of your model, or generate an AI portrait instead (available on eligible plans).
  3. Name the persona and save it. It’s available immediately — no waiting, no training job.

Name personas by season or campaign (e.g. “SS26 Core”) so your team can find and reuse the right casting without re-uploading. Personas are especially valuable for lookbooks and e-commerce hero SKUs where consistency matters more than variety.

Step 3: Generate with Fashion Photo

With your Brand DNA set and a persona saved:

  1. Open Fashion Photo.
  2. Upload the garment reference — a flat shot, hanger photo, or supplier image works.
  3. Select your persona and brief the scene in plain English: “minimal studio, soft key light, relaxed standing pose, grey seamless.”
  4. Choose output resolution and quantity. Credit cost is shown before you confirm.
  5. Generate — review results in the session gallery. Regenerate individual frames without restarting the session.

First outputs may require one or two prompt refinements. Note what works — pose vocabulary, scene descriptors — and save session presets for your team.

Step 4: Review and publish

Before using images on PDPs or in campaigns:

  • Check garment fidelity (neckline, hem length, print placement)
  • Verify colour accuracy against your physical sample
  • Scan for artefacts (hands, background text, unintended props)
  • Confirm compliance with your AI output responsibilities

Approved images export in PNG or JPEG at PDP-ready dimensions. Add them to your DAM or upload directly to your e-commerce platform.

Common questions

Can I generate before creating a persona? Yes. Use a one-time or text-described persona for a single generation, then save it as a reusable persona later if you like the result.

How often should I update my Brand DNA or personas? Update your brand profile or swap persona photos whenever your visual identity shifts materially — new season, new casting direction, or a significant palette change. There’s no retraining: changes apply to your very next generation.

What does Brand DNA setup cost? Setting up your brand profile and creating personas is free. You spend credits only when you generate images or video — see the credit table on pricing.

Next steps