We are taking Digital Model Management offline.

When we built DMM (Digital Model Management) almost a year ago, we wanted to know one thing. Can you create a complete fashion shoot digitally? Choose a model, build a location, style the looks, and create an entire lookbook from it. We did that for years at Perfectly Basics ourselves. Only now, without needing a model, a clothing rack, and a lighting set in the same room.

And then it was there. Choose a model, click on a location, order a lookbook.

We have built DMM with great pleasure. Especially for those moments when we looked at an image together and thought: we couldn't have created this a year ago.

Then, of course, we zoomed in immediately. Does that sleeve fall correctly? Is the length of that skirt right? Would you hold that bag like that in real life? We could spend endless time on that with a regular shoot. That doesn't change at all when you create the images with AI. Fortunately.

From ordering to creating yourself

Gradually, we wanted to direct more ourselves. Create our own model and use it in multiple images. Get an earring to the right size. Make a product freestanding and still keep that soft shadow underneath. And if a look is just not right, adjust the styling or make-up and move on.
That is what Studio PB has grown into. At DMM, you chose what we made for you. In Studio, you get to work yourself. From casting and packshots to webshop images and complete campaigns.
That is the step we are excited about now.

A corner of the large hall

Our physical photo studio in the Bulb is closed. We are still in the same building, now in a corner of the large hall. We create our images entirely with AI.
Bir still looks at how the fabric falls. Peet builds the tools with which you can direct precisely that.

A bit strange

It feels a bit strange to take DMM offline. We were proud when it went live. We still are.

Thanks to everyone who watched, tested, or asked us that one question we spent an entire afternoon on.

Goodbye DMM. We really had fun with you.
Peet & Bir