New York, NY — Versus, the creative studio known for fearless originality and innovation-led craft, has unveiled its annual custom holiday clothing line alongside a new lookbook titled Christmas in New York. The collection and its accompanying visual world celebrate the raw, electric spirit of the city Versus calls home, blending live action, AI-driven worldbuilding, and the studio’s signature creative approach.
Each year, Versus produces a limited custom apparel drop for clients, collaborators, and its extended creative community. The 2025 line, titled We Are Versus, includes a custom sweatsuit, ribbed beanie, wool gloves, and wool socks. A full digital lookbook and a printed, perfect-bound photo book accompany the collection.
Christmas in New York takes a distinctly unpolished approach to holiday imagery. The lookbook avoids postcard gloss in favor of a version of the city that feels gritty, alive, and imperfect. Versus team members appear in iconic New York locations reimagined with fantastical elements, including reindeer roaming Midtown, rows of gnomes lining subway platforms, and towering snowmen inhabiting industrial corridors. The result is a holiday portrait that feels unmistakably Versus: unfiltered, electric, and grounded in reality.
The project was created using a custom AI-driven compositing workflow developed in-house at Versus. Live-action photography was fused with a proprietary node-based system designed to generate environments, props, and atmospheric elements at scale. Team members Chris Martinez and Anna Miranda-Molinos were photographed on a greenscreen stage and seamlessly integrated into fully custom, AI-generated worlds. The workflow allowed the studio to balance practical production with a flexible, design-led process that pushed each scene beyond conventional constraints.
The lookbook reflects a studio-wide collaboration. Versus photographer Brian Kelley captured the live-action portraits, while creative, production, and AI teams worked together to shape the project’s visual identity and worldbuilding, reinforcing the community-first ethos that defines the studio’s culture.
The full Christmas in New York lookbook is available digitally, with printed editions currently in production. A behind-the-scenes breakdown of the custom live-action and AI workflow is available at www.weareversus.tv.
