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What do you get when old meets new? When art oxidises with tech? When a celebration of iconic fine jewellery – masterpieces from the storied ateliers of Cartier, Tiffany & Co., Van Cleef & Arpels, and more – are reimagined through the lens of artificial intelligence? It’s a meeting of minds that spans centuries; the meticulous handcraft of Maison artisans and the surreal, evolving vision of machine-generated art.
Amid these synthetic backdrops, the jewels remain profoundly real – tangible heirlooms that speak to legacy, heritage, and artistry. The juxtaposition is intentional: a bold dialogue between permanence and ephemerality; the analogue and the algorithmic. Without the use of a camera, people can now collaborate with digital platforms to generate photorealistic images in seconds in response to a text prompt of only a few words. The result? A media revolution that is likely to be even more impactful than the invention of photography in 1826.
Blurring the line between dream and digital is AI artist Melissa Debernardi, whose Instagram, @whatif.now, is a vivid blend of surrealism, futurism, and high-fashion fantasy. Even the name of her page feels like an open-ended invitation to explore possibilities; each image like a scene from a parallel universe. “I’ve always loved asking myself the most absurd questions, like, ‘What happens if I make a cow fly?’ That kind of playful curiosity is at the heart of what I do,” she tells GRAZIA. “But over time, my work with AI became something more intimate: a way to explore themes that matter deeply to me.” Melissa says she tries to merge what she feels with what she sees, translating emotions into visuals. “‘What if’ is a constant search term, a question that never stops echoing. It’s about identifying emotions through surreal imagery, about not setting boundaries on what can be imagined or felt. The name itself was suggested by a dear friend of mine, Chiara, a translator who has always seen straight through me. She gave me the perfect mirror in two words.”
Fine art often embraces imperfection. Artists may intentionally leave certain elements rough or unrefined, reflecting their human flaws and struggles. These imperfections can enhance the work’s character, making it relatable and evocative. AI, however, excels in precision and perfection, which can strip away the rawness that often makes art impactful. Many argue that AI art, despite its technical prowess, may not hold the same value as human-made art – that it pales in comparison to craftsmanship only humans can create. AI – embrace it or risk being left behind, right?
“The world is evolving, and so is the language of art,” says Melissa. “When I hear people complain about AI-generated art, I can’t help but think about the invention of photography. I come from photography myself, and I remember how critics once claimed that cameras would ‘steal people’s souls’. And yet, photography didn’t kill art. It reinvented it. It reshaped how we tell stories, how we see the world. The same thing will happen with AI. It will find its place. The real challenge is not whether AI has a soul, but whether we, as artists, know how to use it with intelligence, sensitivity, and intention. It’s all about balance. AI should not replace the human hand, but extend its reach.”
It makes sense, then, that some artists like Melissa might see the tool as an asset rather than a threat. “Creativity has always been democratic,” she explains. “You can’t homogenise true artistic voices, not unless those voices allow themselves to be silenced. If someone conforms, it means they’ve lost sight of their vision. Maybe they don’t believe in it enough. Maybe they’re afraid it won’t be accepted, so they choose the easier path. But real creation has never been about what’s easy. AI, by nature, is impossible to homogenise; it offers too many possibilities. The real challenge is finding your language within it. That’s the core of any artistic journey: not the tool, but the voice. AI is often mistaken for something ‘easy’, but it’s not. If there’s no inner vision or emotion guiding it, it shows, and it feels empty.”
Melissa uses personal narratives as prompts. Her work is guided by emotion, memory, and quiet obsessions. “But there’s also a global heartbeat underneath it all,” she adds. “I care deeply about animals, about their protection, about how we coexist with nature. That’s a theme I’m still exploring – and there’s so much more to say. Sometimes I start from a single object and reimagine it through my own lens. Other times, it all begins with a sensation I can’t quite name – a word, a sentence, a glimpse of something emotional – and from there, I set my imagination in motion. The machine doesn’t create anything unless I tell it where to go. Creation, to me, is always an act of absolute will.”
As luxury evolves to embrace the digital age – NFTs, virtual showrooms, AI-powered design – this shoot explores what it means for heritage brands to step into tomorrow. Can technology enhance the emotional resonance of a timeless piece? Can code carry the soul of craftsmanship? In this hybrid world, a brooch is not just a relic, and a ring is more than a symbol – they are portals between past and future, elegance and innovation. Styled with both reverence and rebellion, Rage Against the Machine invites you to reimagine Fine jewellery as more than adornment. As Melissa aptly describes it, “it’s like dreaming with open eyes.”
WORDS: MILLI MIDWOOD
ART: MELISSA DEBERNARDI
