British designer Christopher Raeburn is relaunching his signature label, now presented as RÆBURN, with a new campaign that reflects the brand’s shift towards a more curated, design-focused approach.
Titled “RÆBURN, REBORN,” the campaign was created by Raeburn and Elliott Starr, founder of Belief Studio. The project introduces a new chapter for the label as it moves beyond traditional fashion into a broader creative practice centred on design, craftsmanship and community.
The relaunch follows the closure of the brand’s online store in May. Since then, RÆBURN has relocated its studio to the Greenwich Design District, refined its product offering and expanded into areas including architecture and furniture.
AI Film Marks a New Chapter
At the centre of the relaunch is an AI-generated campaign film inspired by William Rankin’s The Man Who Rode the Thunder. The film follows a man wearing RÆBURN’s Air Brake jacket and shorts, made from recycled Air Brake parachutes, as he runs up an industrial stairwell and emerges onto a London rooftop.
The sequence then moves into a surreal journey through a lightning storm and above the clouds before the protagonist returns to a rooftop at the Greenwich Design District. The brand’s compass logo appears embedded in the concrete beneath his feet, followed by the words “RÆBURN, REBORN.”
The film is available on the brand’s website and social media channels. It was produced using Belief Studio’s proprietary AI workflows alongside Google’s Nano Banana and Seedance, with sound design by Forza Sound.
The project builds on RÆBURN’s longstanding interest in emerging creative technologies. The label released its first computer-generated imagery (CGI) film in 2014 and sees the latest production as a continuation of its experimentation with new formats.
According to the brand, the film’s estimated carbon footprint is significantly lower than that of a conventional shoot.
Sustainability and Design Remain Central
Raeburn said experimentation has always been part of the label’s identity, but emphasised that technology should serve a clear creative purpose rather than simply replace traditional production methods.
He explained that his collaboration with Starr grew from a shared interest in exploring what emerging tools could achieve beyond the limits of conventional filmmaking.
The designer also acknowledged the environmental concerns associated with AI and said the team considered ways to minimise its impact throughout production, including appropriate verified carbon offsetting.
“2026 has been a period of refinement for RÆBURN,” Raeburn said, pointing to the studio relocation, the development of a new website and work on a curated capsule of RÆMADE products, alongside a range of partnerships.
The relaunch signals a broader evolution for the label, placing design and creative experimentation at the centre of its identity. By combining recycled materials, digital storytelling and a more considered product strategy, RÆBURN is positioning itself for a future that extends beyond conventional fashion.
