AI at BONQUERÉ

Human-led by design

At BONQUERÉ, artificial intelligence is not the author of our brand. It is a creative and operational instrument—guided by human judgement, shaped by our design language and used to expand what we are able to imagine.

AI helps us explore ideas, visualise directions and translate our creative vision across design, imagery, communication and selected areas of our operations. Every final decision, product and published expression remains under human direction and BONQUERÉ’s responsibility.

Technology can expand possibility. Human perspective gives it meaning.

Our creative direction begins with people: their ideas, cultural references, experience and instinct. AI may help us explore an early silhouette, test a visual environment or develop alternative expressions of a concept, but it does not independently determine what becomes part of BONQUERÉ.

Our teams define the intention, evaluate the result and decide what moves forward. Final accountability always remains with BONQUERÉ.

AI may propose. People decide.

Artificial intelligence may support selected parts of our creative and operational process while remaining subject to human direction and review.

Design exploration

AI can support the early exploration of silhouettes, proportions, colour relationships, styling directions and presentation concepts.

These outputs serve as visual studies—not final production instructions. Every garment design, construction detail, material choice, measurement and technical specification is reviewed, refined and approved by people before entering development or production.

Visual storytelling

AI allows us to explore campaign worlds, visual compositions, synthetic environments and new forms of motion and digital storytelling.

This may include concept imagery, AI-generated models, campaign scenes, video sequences or adaptations of existing creative assets. Where such content could reasonably be mistaken for authentic photography or footage, we disclose its artificial or modified nature alongside the content.

Communication and marketing

AI can assist our teams with copy exploration, translation, content variations, campaign planning and the organisation of marketing information.

All product information, factual statements, commercial claims and published communications remain subject to human review and editorial approval. AI-generated suggestions are never treated as verified information without further examination.

Operations and analysis

AI may also support research, information organisation, scenario analysis and selected internal workflows.

It can help our teams work with greater clarity and efficiency, but it does not replace human responsibility for supplier decisions, financial approvals, contractual commitments, compliance matters or other consequential business decisions.

What remains human

AI supports our process, but it does not replace human authority over:

• Brand and creative direction.
• Final garment and accessory designs.
• Product construction and technical specifications.
• Material and manufacturing decisions.
• Product, quality and sustainability claims.
• Supplier and production approvals.
• Legal, privacy and compliance decisions.
• Final editorial and publication approval.

Every BONQUERÉ product remains the result of deliberate human direction, evaluation and approval.

Recognising AI-created content

We believe people should be able to understand the nature of the content they encounter.

In line with the transparency principles of the European Union’s AI Act, realistic AI-generated or AI-manipulated images, video and audio that could be mistaken for authentic content are disclosed no later than the point at which they are first presented.

Depending on how an asset was created, we may use the following descriptions:

AI-generated

The image, video or other media was generated predominantly or entirely using artificial intelligence, based on human creative direction, prompting, selection and review.

Displayed as: AI-generated visual or AI-generated video

AI-modified

The asset began with human-created or authentic source material and was materially altered using artificial intelligence.

Displayed as: AI-modified visual or AI-modified video

AI-assisted

Artificial intelligence supported a limited part of the creative or production process, while the principal content, meaning and final execution remained human-created.

AI-assisted work does not always require a visible label under the EU AI Act. We may nevertheless disclose its use where doing so provides helpful context.

Where appropriate, BONQUERÉ may also use the official EU indicators for fully AI-generated or partially AI-modified content.

A disclosure describes the media asset itself. It does not automatically mean that the garment or product depicted was designed entirely by AI.

How disclosures appear

Our AI disclosures are designed to be clear without unnecessarily interrupting the visual experience.

Depending on the content and publication format, a disclosure may appear:

• As a visible label placed directly on or immediately alongside an image.
• At the beginning of an AI-generated or materially modified video.
• Within the caption or supporting information accompanying a creative work.
• As an accessible description for assistive technologies.
• As an audible and written notice for synthetic audio content.

For evidently artistic, fictional or creative work, the disclosure may be presented unobtrusively so that it does not interfere with the normal experience of the work.

Where technically available, we work to preserve machine-readable provenance information and other authenticity markers supplied with generated content. Such technical information complements, but does not replace, a visible disclosure where one is required.

Accurate product representation

Artificial intelligence is never used as permission to invent or misrepresent a BONQUERÉ product.

When an AI-generated or AI-modified image depicts one of our products, the representation is reviewed against the approved design and available product information. This includes relevant details such as:

• Colour and proportion.
• Silhouette and fit.
• Materials and surface appearance.
• Construction and finishing.
• Branding and graphic placement.
• Pockets, seams, trims and other defining details.

Where an image is conceptual, exploratory or depicts a product that may still change, it will be identified as a concept visual where appropriate.

Product specifications, material information, sizing details and dedicated product information remain the authoritative references for the item offered for sale.

Creative rights and individual identity

Responsible use of AI includes respect for creative ownership and personal identity.

Our processes are designed to avoid the unauthorised imitation of identifiable individuals, distinctive creative works, protected designs, trademarks, voices or personal likenesses.

Reference materials and AI-generated outputs are reviewed for inappropriate similarity, unintended third-party branding, misleading details and other potential rights concerns before publication.

AI disclosure does not replace the need to respect intellectual property, image rights or other applicable legal protections.

Fair and considered representation

Artificial intelligence can reproduce or amplify limitations and biases present in the information on which systems are built.

We therefore review generated content for inaccurate, exclusionary, stereotypical or inappropriate representations. Human review remains an essential part of determining whether AI-assisted content reflects BONQUERÉ’s values and is suitable for publication.

We seek to use AI as a means of expanding creative expression—not narrowing the people, identities or perspectives represented through it.

Clear interactions

If you interact directly with a BONQUERÉ AI assistant or another conversational AI feature, the system will identify itself as artificial intelligence at the beginning of the interaction.

AI-assisted customer features are intended to support discovery and access to information. They do not remove your ability to contact a person where human assistance is available or necessary.

Information provided by an AI assistant may be subject to verification, particularly when it concerns product availability, orders, delivery, returns or other customer-specific matters.

Personal information

The use of artificial intelligence does not alter our commitment to protecting personal information.

If an AI-enabled feature processes personal data—for example, through customer support, personalisation, product recommendations or a future virtual experience—the relevant processing is governed by our Privacy Policy, the General Data Protection Regulation and other applicable data-protection law.

Depending on the feature, relevant information may include:

• The purpose for which personal data is processed.
• The categories of information involved.
• Relevant technology or service providers.
• Applicable international data transfers.
• Retention and deletion practices.
• Data-protection rights.
• Profiling or automated decision-making, where relevant.

Where personal data is used for direct-marketing profiling, customers retain the right to object in accordance with applicable law.

BONQUERÉ does not make decisions based solely on automated processing that produce legal or similarly significant effects without an appropriate lawful basis and the safeguards required by applicable law.

Further information about the handling of personal data is provided in our Privacy Policy.

Responsibility and review

Our approach to AI is built around proportionality, documentation and human oversight.

This includes:

• Selecting tools appropriate to their intended purpose.
• Providing relevant guidance to people using AI on our behalf.
• Reviewing outputs before publication or operational use.
• Recording the origin and review status of relevant synthetic content.
• Protecting confidential, personal and commercially sensitive information.
• Correcting or withdrawing content when material concerns are identified.
• Reviewing our practices as technology, standards and legal requirements evolve.

These measures support the AI-literacy and transparency principles established under the European Union’s AI Act.

Questions or concerns

If you believe that BONQUERÉ content has been incorrectly labelled, materially misrepresents a product or raises a concern regarding personal identity or creative rights, you may contact us at:

We will review relevant concerns and take corrective action where appropriate.

An evolving practice

Artificial intelligence will continue to change. Our responsibility does not.

We will continue to examine how these technologies can support creativity while preserving human direction, product integrity, transparency and trust.

This page reflects our current approach and will be updated as our use of AI, the technology and applicable standards evolve.