Through the storm with AI: Christopher Raeburn relaunches his label RÆBURN
After closing its webstore and moving to Greenwich, RÆBURN returns with an AI-generated film. Its hero wears clothing made from recycled brake parachutes.
Graphic: TERRA WORLD NEWS (own graphic based on the sources listed)
Video: YouTube · RÆBURN · youtube.com
British designer Christopher Raeburn is relaunching his label RÆBURN with a new campaign. Called 'RÆBURN, REBORN', it was created with Elliott Starr, founder of the agency Belief Studio. Before that, the brand closed its webstore in May 2026 and moved its studio to the Greenwich Design District in London. RÆBURN now also works on architecture and furniture; according to FashionNetwork, the studio today is driven more by design than by fashion.
At its heart is a film generated with artificial intelligence, inspired by William Rankin's book 'The Man Who Rode the Thunder'. A man in shorts and a jacket made from recycled Air Brake parachutes sprints up a stairwell onto a London rooftop, jumps, passes through a lightning storm, floats above the clouds and lands on a rooftop in the Greenwich Design District, where the brand's compass logo is set into the concrete. Belief Studio's own AI workflows, Google Nano Banana and Seedance were used; sound is by Forza Sound.
Raeburn said the brand has 'always been about testing, learning and doing things in a considered way', and that the technology should only be used to create something 'we simply couldn't achieve in real life'. According to Ads of the World, the two partners offset the footprint through donations after assuming a worst-case figure and doubling it. The label released its first CGI film back in 2014. The video shows the 'RÆBURN, REBORN' campaign film released for the relaunch.