About editmode.ai
Run by one person. Built for fashion brands.
The practice
editmode.ai is my independent visual practice. I'm Zoel Murugarren Cardenal, based in London, and I work with fashion brands on AI fashion imaging, e-commerce imagery, campaign production and digital model development.
I work on my own, on purpose. When you hire me you get the person who reads the brief, sets the light, casts the shot and delivers the files — not a chain of hand-offs where the idea gets watered down.
My background is in fashion imagery, and that is still the whole job: making a garment look like itself, only better. I care about fit, fabric and the way a colour holds up on a screen. Those things don't change with the tools.
The tools do change, though, and I've leaned into the ones that help. I use AI production where it lets me move faster or build something a normal shoot couldn't reach. It never runs the show. The direction is mine, and I keep it consistent from the first frame to the last.
Some brands hire me for a single campaign; others keep me on across seasons so their imagery stays in one voice. Both suit me.
One eye, start to finish
No committee. The person who plans the image is the person who finishes it.
The clothes come first
Fit, fabric and colour have to be right before anything clever happens.
New tools, old standards
AI where it earns its place, held to the same bar as any other production.
London
Internationally
Zoel Murugarren Cardenal