At Cygalle Dias Lifestyle Marketing, we believe in the power of personal connections. Our strategic communications and creative partnerships elevate brands, connecting them with the right audience to make a lasting impact.
As the editor of Style Lujo, I had the pleasure of attending the 10th anniversary of the Nordic International Film Festival (NIFF) in New York, an event that beautifully captured the spirit of progressive, inclusive storytelling. NIFF, established in 2014 by Linnea Larsdotter Mikkelä, has made it its mission to bridge Nordic and American cinema, giving underrepresented voices in film a vital platform and fostering diversity in the film industry. This year’s festival stood out as a milestone event, marking a decade of showcasing compelling, independent Nordic cinema and, notably, introducing the Spirit of Positive Change Award, presented with Absolut Vodka as a partner.
“Partnering with an iconic brand like Absolut was exciting on so many levels. Their commitment to diversity and inclusion lines up perfectly with NIFF’s values, but also their sustainability focus, which the two brands share. We at NIFF take our sustainable responsibility very seriously, all from our climate compensation to our plant based menu, but what we find the most exciting is our sustainable red carpet initiative, where we encourage our guests to reuse, thrift or borrow their gala looks. We have come a long way from when sustainability equaled boring, and working with Absolut truly highlights that perspective.” –Linnea Larsdotter Mikkelä, founder and Creative Director of NIFF:
“Partnering with an iconic brand like Absolut was exciting on so many levels. Their commitment to diversity and inclusion lines up perfectly with NIFF’s values, but also their sustainability focus, which the two brands share. We at NIFF take our sustainable responsibility very seriously, all from our climate compensation to our plant based menu, but what we find the most exciting is our sustainable red carpet initiative, where we encourage our guests to reuse, thrift or borrow their gala looks. We have come a long way from when sustainability equaled boring, and working with Absolut truly highlights that perspective.” –Linnea Larsdotter Mikkelä, founder and Creative Director of NIFF:
The Spirit of Positive Change Award: A New Milestone
In its inaugural year, the Spirit of Positive Change Award was designed to honor filmmakers who make a difference, addressing themes of diversity, inclusivity, and representation. Absolut Vodka, known for its commitment to social progression, joined NIFF in this mission, supporting a shared vision to foster an open, inclusive industry. The award was presented by Giancarlo Martins, Absolut’s Creative Content Director of Marketing, to Finnish filmmaker Kirsikka Saari for her bold short film, Fat Dance. Saari’s work highlights societal stereotypes around women in dance and film, encouraging audiences to rethink traditional norms and celebrate diverse identities.
About Fat Dance and Its Impact
Fat Dance, directed by Saari and featuring dancehall dancer Evaleena Vuorenmaa, explores the journey of a woman reclaiming her body and her image. After gaining 40 kilos, Evaleena faces societal and self-judgment, ultimately embracing self-acceptance on her terms. The film resonates as an anthem for body positivity and defiance against restrictive beauty standards, making it an exemplary choice for NIFF and Absolut’s Spirit of Positive Change Award. Saari shared how Fat Dance challenged her own perceptions and underscored the importance of increasing diversity on screen. “It’s time to see more diversity in films,” she said, “and I believe it would help us tell fresh stories.” Her words underscore the need for more inclusive storytelling, a sentiment that resonated throughout the festival.
In an era where artificial intelligence is reshaping industries, the intersection of technology and inclusivity has become a focal point. For Absolut, this has meant addressing bias within AI-generated fashion imagery, aligning with its broader commitment to diversity and representation. Today, I’m joined by PJ and Jenny, Creative Directors at The Mix Stockholm, Absolut Group’s in-house creative agency. Together, we explore how their partnership with Copy Lab is tackling these challenges head-on. We’ll discuss their approach to curating inclusive AI datasets, their vision for the role of fashion in challenging stereotypes, and how Absolut’s gig economy model contributes to creativity and social impact.
Joseph DeAcetis: PJ and Jenny, your partnership with Copy Lab has focused on addressing bias in AI fashion imagery. What initially drew Absolut to tackle such a complex issue, and how does this align with Absolut’s broader brand ethos?
PJ and Jenny: Diversity and inclusivity have been part of Absolut’s DNA from the very start—as a core part of who we are. Absolut is Born to Mix—mixing people, perspectives, and cocktails, driving positive change. This commitment has led to projects like our Call It a Night campaign, a drink-responsibly initiative focused on fostering safe and inclusive nightlife experiences. Through such efforts, we aim to drive positive change and set new standards in social responsibility.
Our collaboration with Copy Lab on AI bias in fashion imagery is a natural extension of this vision. As technology increasingly influences perceptions of identity, Absolut is committed to ensuring that inclusivity and diversity are accurately represented. In this project, we saw an opportunity to challenge biases and build a more inclusive future, aligning with our mission to break boundaries and represent the rich variety within our audience.
Joseph DeAcetis: Absolut and Copy Lab processed 10,000 image prompts to create AI-generated fashion images. Can you explain the technical process behind selecting and curating this dataset to ensure it represents true diversity in fashion?
PJ and Jenny: The process began with identifying what true diversity looks like in fashion today—across race, age, gender identity, body type, and cultural backgrounds. By starting with an inclusive set of prompts and refining them through iterative feedback loops, we aimed to build a dataset reflecting a holistic view of representation. Copy Lab’s expertise allowed us to fine-tune prompts, images, and attributes to reduce bias, ensuring our images didn’t adhere to conventional, limiting aesthetics. However, we are fully aware that some of our images, in another context, still reflect biases we did not aim to challenge. We embrace this, as it highlights the complexity of the issue and underscores the importance of this dialogue.
Joseph DeAcetis: AI-generated content often reflects existing biases. How does your collaboration with Copy Lab aim to undo these ingrained stereotypes, and what challenges did you encounter in training the AI to recognize broader cultural and fashion identities?
PJ and Jenny: The challenge lies in ‘unlearning’ the common stereotypes that AI models absorb from existing data. Working with Copy Lab allowed us to bring a broader perspective into the model, drawing from diverse sources, including emerging trends that celebrate underrepresented identities. At times, we even had to ‘trick’ the AI to achieve the desired result. On the less technical side, the process involved countless hours of discussion about the layers of bias that influence an image. Ensuring this depth of understanding required careful curation, testing, and feedback at every stage.
Joseph DeAcetis: You’ve stated that 90% of AI-generated content risks underrepresentation. How do you envision the fashion industry’s role in actively challenging this issue, and what long-term impact do you hope to see from your Absolut Intelligence initiative?
PJ and Jenny: The main objective of our initiative is to spark conversation around the prompting and creation of AI-generated images. While it’s natural to hope for impact, humility is essential—no one can solve this issue alone. That’s why we partner with others to tackle it together. The fashion industry holds significant influence as a trendsetter, and addressing this challenge requires using AI consciously and responsibly. Absolut Intelligence aims to inspire brands to prioritize inclusive representation in AI outputs. In the long term, if we dare to dream, we hope this initiative will establish standards that make diverse representation a norm in AI-driven fashion, reshaping how the public perceives fashion imagery and reinforcing the industry’s commitment to inclusivity.
Joseph DeAcetis: AI is a powerful tool, but there’s concern about its potential to diminish human creativity. How do you both strike a balance between leveraging AI to enhance creative work while maintaining the authenticity and ingenuity that comes from human talent?
PJ and Jenny: AI offers an unprecedented expansion of possibilities, but it’s the human vision that drives real creativity. For us, AI is a tool to augment creative expression rather than replace it. We see it as an assistant that can inspire new directions and ideas, but it’s the role of designers and artists to ensure that these ideas are grounded in authentic, human-driven storytelling. Balancing the two requires seeing AI as a starting point and allowing human creativity to refine and add depth to the final work.
Joseph DeAcetis: Your Absolut Intelligence initiative is groundbreaking in its mission to reduce AI bias in fashion. How do you plan to measure success in this project, and what kind of feedback have you received so far from industry peers and the broader public?
PJ and Jenny: Success will be measured through multiple channels, including audience engagement, feedback from diverse groups, and industry recognition. So far, we continue to see progress in the global reach of our work, accompanied by overwhelmingly positive feedback. Recently, we conducted a local activation in Brazil in collaboration with Vogue, creating new imagery that challenges local biases within fashion. Many in the industry have praised our proactive approach and commitment to representation, and it’s encouraging to see the initiative resonate with those who feel underrepresented.
Joseph DeAcetis: Your agency operates in a unique gig economy model, allowing flexibility in talent. How does this structure contribute to the creative freedom and collaboration necessary for groundbreaking campaigns like Absolut Intelligence?
PJ and Jenny: The Mix Stockholm, the creative in-house agency of Absolut Group, has grown from a traditional adaptation studio into a well-rounded creative agency over the past three years. This shift has allowed us to take on more significant projects and develop pitch-winning ideas that stand alongside the best in the industry. Our progress is rooted in strong partnerships, dedicated creative leadership, and supported by a broad network and adaptable approach.
We specialize in both hero and thematic campaigns and have become a trusted partner for attracting top-tier talent, including global freelancers and consultants. The Mix Stockholm’s gig economy model enables us to work with a diverse range of talent from various backgrounds, each bringing fresh perspectives that challenge conventional thinking. This flexibility proved essential for projects like Absolut Intelligence, where we needed expertise in AI, fashion, and social advocacy.
Joseph DeAcetis: With Absolut’s long-standing commitment to diversity, how does the collaboration with Copy Lab enhance the brand’s ongoing mission to represent inclusivity, particularly in the highly visual and influential world of fashion?
PJ and Jenny: This collaboration allows us to bring Absolut’s commitment to inclusivity into a new, highly visible arena. By focusing on fashion, where visuals speak volumes, we can reflect the values Absolut has championed for years in a format that reaches a wide audience. Copy Lab’s innovative approach to AI has helped us ensure our visuals are both representative and trend-setting, reinforcing Absolut’s mission to be at the forefront of inclusivity.
In this project, we’re fully aligned with our Born to Mix ethos, seizing the opportunity to be a catalyst for positive change by challenging norms, breaking stereotypes, and amplifying underrepresented voices. For us, it’s a chance to represent this bold brand and spark meaningful conversations with our creatively-minded audience.
Joseph DeAcetis: You both have extensive experience in the advertising industry and creative direction. How does your personal philosophy on creativity and innovation influence the way you approach AI in your projects?
PJ and Jenny: Our nearly 20 years of working together have shown us the value of complementary strengths, high work ethics, and a sense of humor that keeps things grounded. Creativity, for us, is about pushing boundaries and bringing unique perspectives to light, and this philosophy naturally extends to how we approach AI in our projects. We don’t see AI as a shortcut; rather, it’s a tool that allows us to reach new creative heights with humility and curiosity, diving into the unknown to learn more. We know we don’t have all the answers, and AI offers us a way to explore fresh possibilities thoughtfully, responsibly, and with a focus on innovation that transcends mere aesthetics.
Joseph DeAcetis: Looking forward, how do you believe AI will continue to evolve within the fashion industry, and what do you hope to see change in terms of inclusivity, representation, and technological advancements?
PJ and Jenny: AI will likely become a more integral part of fashion, from design to marketing, but the key lies in using it consciously to support inclusivity. We hope to see AI evolve with better frameworks for reducing bias, with brands adopting it not just for efficiency but for meaningful, inclusive storytelling. This will require ongoing effort and a shared commitment across the industry to set standards that prioritize genuine representation in all aspects of AI-generated fashion.
NIFF’s Commitment to Inclusivity and Absolut’s Role
NIFF has long celebrated diversity, highlighting the importance of representation across its programs. Linnea Larsdotter Mikkelä, NIFF’s founder, reinforced this commitment by emphasizing that the festival’s Nordic roots and New York location provide a unique cultural blend that elevates often-overlooked voices. Absolut Vodka has been a long-time advocate for inclusivity and representation in various industries, and its alignment with NIFF reflects its mission to bring people and perspectives together. “The most inspired creations come from mixing,” noted Deb Dasgupta, Absolut’s Global Marketing VP, acknowledging that the festival and brand share a vision for inclusive, representative storytelling.
Key Takeaways from NIFF 2024
- A Decade of Diverse Cinema: Celebrating ten years, NIFF remains a bridge between Nordic and American cinema, consistently advocating for gender and minority representation.
- Spirit of Positive Change Award Launch: The new award, created with Absolut, signals NIFF’s ongoing commitment to inclusivity, honoring filmmakers who champion diversity and positive change.
- Absolut Vodka’s Impact: As a partner, Absolut supports NIFF’s vision and pushes for social progression through creative collaboration.
- Spotlight on Underrepresented Voices: Films like Fat Dance emphasize the importance of expanding narratives to include marginalized stories and perspectives.
- The Winner’s Perspective: Saari’s Fat Dance highlighted the journey of self-acceptance and body positivity, a crucial step toward more varied and realistic portrayals of women in media.
About NIFF, Kirsikka Saari, and Absolut’s Partnership
Since its founding in 2014, NIFF has evolved into a significant platform for independent filmmakers, particularly from the Nordic region, to gain recognition on an international stage. It serves as a testament to the creative and cultural bridge between Nordic and American cinema, showing that representation matters. Kirsikka Saari, an acclaimed Finnish filmmaker, continues to break boundaries, previously earning an Oscar nomination for Do I Have to Take Care of Everything? and winning awards for works like Stupid Young Heart.
Absolut Vodka, a global leader in the premium spirits industry, aligns with NIFF’s inclusive mission. Over the years, Absolut has positioned itself as a champion for social progress, supporting campaigns and initiatives to promote diversity, equity, and inclusivity. Its collaboration with NIFF and introduction of the Spirit of Positive Change Award reflect the brand’s commitment to fostering representation in arts and media.
NIFF’s 10th anniversary and the creation of the Spirit of Positive Change Award reinforce the festival’s dedication to amplifying diverse voices. As we look forward to future festivals, it is encouraging to see both NIFF and Absolut Vodka united in their mission to reshape and enrich the film industry’s narrative, one inclusive story at a time.
Attending the event at The Box in NYC was an inspiring experience that highlighted the creative power and boundary-pushing spirit of the fashion industry. The energy in the room was electric, with attendees from various creative backgrounds coming together to celebrate innovation and diversity in style. Witnessing the awards ceremony reaffirmed the impact of those leading the charge in design and inclusivity, with each honoree embodying a dedication to elevating fashion’s influence on culture. From the captivating performances to the vibrant audience, it was a night that showcased the richness of expression in NYC’s fashion scene, leaving a lasting impression on everyone present.
About the Author:
Joseph DeAcetis is a visionary force in the world of fashion, celebrated as one of the finest wardrobe stylists and art directors of his generation. His expertise and creativity have earned him accolades throughout the industry, placing him at the forefront of fashion’s evolution. Joseph’s work seamlessly weaves together style, culture, art, and fashion, with a special focus on the shifting landscape of menswear.
Over the course of his distinguished career, Joseph has had the privilege of styling and even interviewing global icons such as Elon Musk, Justin Bieber, Richard Branson, Katy Perry, Tom Brady, and A$AP Rocky, to name just a few. His influence extends beyond styling, as he has also been a prolific writer, contributing award-winning columns to esteemed publications like Esquire, People Magazine, Robb Report, and Playboy. His deep insights and captivating storytelling have established him as a leading voice in fashion journalism.
Joseph most recently served as Creative Fashion Director at Forbes Media, where his dual role as critic and reporter allowed him to explore the intersection of technology and fashion, always championing the transformative power of style. As the founder and president of POTRO, the premier Latinx menswear brand, Joseph is redefining modern menswear with a commitment to celebrating Latinx heritage and craftsmanship.
With an authoritative yet relatable voice, Joseph DeAcetis continues to inspire and influence the world of fashion, setting new standards for success and innovation.
Comments, questions, or feedback? visit me at stylelujo.com
Save Article
