Director of creativity?
For Seen, Unheard, the role of a creative director has always been about vision and execution. Designing meaningful collections has never been the hard part for us—that comes naturally. The real challenge has been in how to display those designs, how to shape them into something that tells a story beyond the clothing itself.
At Seen, Unheard, creativity isn’t confined to a single voice—we reimagine experience through different perspectives and believe it’s best expressed when diverse minds are given the space to be Seen. That’s why our creative director role will rotate with each new collection. Instead of limiting the position to one individual, we’re opening the door for emerging creatives to interpret our framework and share their artistry on a larger scale.
Most big brands rarely give smaller creatives the chance to direct, while smaller brands often rely solely on their unqualified founder to hold that title. We’re choosing a different path. Everyone has a specialized place within the company, and our founder knows his belongs in the designer’s seat—not the creative director’s. We recognize that true creative direction flourishes in the hands of those most suited for the moment. By appointing a new creative director for every collection, we ensure each body of work is a fresh translation of our philosophy—personal, expressive, and unbound by tradition.
Seen, Unheard has never followed the traditional model, because we aren’t looking for traditional results.
Translating Language to Vision: Meet Dejdah, our AI creative director. Her role is not to design or create collections—that will always remain human. Instead, she takes our concepts on paper and transforms them into a visual representation of what each collection stands for. Think of her as the one who helps us bring our mood boards to life, giving shape and imagery to the vision behind this first collection.
This entire shift came from necessity. There was a point when we were down to our last $40. We couldn’t afford photoshoots and couldn’t hire creative directors, models, or anyone really. But we knew we needed to keep moving forward. If we couldn’t afford the traditional route, then we had to build our own. That’s where Dejdah came in. With AI technology becoming more accessible, we saw an opportunity to create in a new way—one that didn’t require waiting for resources we didn’t have. Seen, Unheard has never followed the traditional model, because we aren’t looking for traditional results.
At the end of the day, this move is simple yet groundbreaking. Seen, Unheard is the first fashion company to bring on an artificial intelligence creative director. For us, it all started with a dollar and a dream, and now, with Dejdah, that dream has no ceiling.
