Peter & Birgit.
In our studio in Heemstede, we bring fashion, imagery, and technology together. We create fashion images with AI, build tools for the creative process, and share what we discover along the way.
In 2006, we started Perfectly Basics in an attic with black and white T-shirts. In nineteen years of online fashion sales, we learned how much difference a good image, thoughtful styling, and attention to detail can make. We carry that experience into everything we create now at PB.NL.
"I first look at how a garment fits. Often the difference is in one detail."
Birgit co-founded Perfectly Basics with Peter and brought her sense of fashion, styling, and imagery together there. At PB.NL, she works on the styling and appearance of AI fashion images. She pays attention to the details that make a look believable, from the drape of a fabric to how a sleeve is rolled up.
"I like to build the tools that we want to use in the studio ourselves."
Peter co-founded Perfectly Basics with Birgit at a time when buying clothes online was far from common. At PB.NL, he develops tools to create, style, and deploy AI models for fashion imagery. He builds and tests them together with Birgit, based on the image they want to create.
In the Bulb, Heemstede.
Where bulbs once lay drying.
The Bulb was built between 1924 and 1928 for the flower bulb trade, to a design by architect J. Zietsma, in a clean variant of the Amsterdam School. For a time it was the largest building in Heemstede. Today it is a national monument, home mainly to creative companies.
We work in the large hall, under the steel trusses and with daylight from above. At the long table, we gather to view images, develop ideas, and test what we build.
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