Keta Bart x YOOX: Your Fitting Room Just Got an AI Upgrade

The fitting room has always been a secret theatre. A tiny, fluorescent-lit limbo where the outside world falls away and we are left alone with a single, urgent question: Who am I today? For decades, fashion has treated this space as a transaction, a final hurdle before the purchase. But for Vienna-based digital artist Keta Bart, the fitting room is something far more profound. It is a portal. A psychological engine. And now, thanks to artificial intelligence, a mirror that doesn't just reflect, but responds.

This week during Milan Design Week, YOOX unveils CAMERINO, an immersive installation hosted at the Romero Paprocki Gallery that reimagines fashion's most intimate ritual as a journey through three evolving states of being: Surprise, Belong, Elevate. The project marks a bold new chapter for YOOX, which under LuxExperience is transforming from an e-commerce pioneer into a cultural platform where fashion, art and technology collide. But the true revelation here is Bart herself, an artist who has spent the last eighteen months pushing AI to its creative limits, using it as a collaborator in the exploration of identity.

Bart's practice defies easy categorization. With roots in photography, sculpture, installation, and performance, she has long treated space as "a psychological instrument", a way to disconnect visitors from the noise of daily life and drop them into a state of heightened perception. When she began working with AI a year and a half ago, she didn't abandon her analog instincts. Instead, she learned to choreograph a hybrid toolkit: cinematic storytelling, morphing-based narratives, motion control, and multiple AI models working in tension. "The choice depends on the story I want to tell," she explains, "or on what inspires me in the moment: a designer, a photographer, a film director."

For YOOX CAMERINO, that hybrid approach becomes the engine of transformation. Bart has built three environments that function like emotional architecture. In Surprise, identity is still in motion, shapes blur, silhouettes shift, and the visitor experiences the productive discomfort of not yet knowing. In Belong, the tension softens into resonance: a grounding inspired by natural textures and rhythms, where style moves from experimentation to alignment. And in Elevate, drawing from Italian archetypes of beauty and elegance, the self ignites into conscious expression.

What makes the project genuinely new is Bart's insistence that AI expand rather than erase the self. In her hands, the technology does not generate seamless, uncanny perfection. Instead, it reveals the gaps, the morphs, the moments of blur where identity is still being negotiated. "A character can transform completely through silhouette, texture, and designer codes," she says. The fitting room becomes a threshold where visitors observe the work and step inside it to confront their own shifting sense of self.

For YOOX, the collaboration signals a decisive move away from aspiration toward participation. As CEO Mirko Nobili puts it, the brand wants to invite its community to "experience luxury not through aspiration, but through participation." And for Bart, who describes herself as "discreet by nature," fashion has always been her most precise language, a way to make the invisible visible, whether in the physical world or the digital one.

On the eve of Milan Design Week, we sat down with Keta Bart to discuss the three rooms, the magic and limits of AI, and what happens when a fitting room becomes a mirror for the soul. Her answer, like her art, begins with freedom.

YOOX Camerino transforms the fitting room into a space of transition, somewhere between who we are and who we might become. How did you approach translating such an intimate, almost invisible moment into an immersive visual experience?

When I first read the concept, it immediately resonated with my AI art, because my work is built around character and identity — and fashion is a language that can shift presence and perception in an instant. In my process, a character can transform completely through silhouette, texture, and designer codes, so YOOX Camerino becomes the perfect threshold: a space where identity is tested, refined, and revealed.

Across the three environments: Surprise, Belong and Elevate, identity seems to move rather than settle. What kind of emotional or psychological journey did you want visitors to feel as they pass through these states?

Before I began working with AI art, my background was shaped through photography, installations, sculpture, immersive rooms, and performative projects—where space functions as a psychological instrument. I’ve always been drawn to the moment when a viewer disconnects from everyday noise and steps into a different state — where perception shifts from the inside.

In this project, the journey is built as three shifts: Surprise disrupts habitual perception and opens the tension of searching. Belong softens that tension into resonance—a sense of alignment with a place, a rhythm, a presence. Elevate shifts into clarity and confidence, where identity becomes fully visible — opulence not as excess, but as conscious presence and inner composure. My aim is to let visitors move through these transitions — through visuals, sound, and characters built in the language of fashion — and leave with a sense of discovering something new within themselves, carrying a few quiet questions back into their own life and the world around them.

Your work often exists in a space where image, body and perception begin to blur. In this project, how does AI help you expand or transform the idea of the self?

I work across different AI tools and approaches, and the choice depends on the story I want to tell — or on what inspires me in the moment: a designer, a photographer, or a film director. I’ve been working with AI for over a year and a half, and while it’s evolving fast, it still has limits — so I combine different directions to deliver the story in the strongest way. That’s why my work includes cinematic storytelling, morphing-based narratives, and motion control when I need the avatar’s body language and facial expression to feel more precise and intentional. For this project, I used this mix of approaches to translate identity and transformation into an immersive visual experience.

Fashion here feels like a language through which identity is expanded. What does style mean to you today, in a moment where digital and physical selves constantly overlap?

By nature I’m quite discreet, and fashion and style have often been my most precise language — a way to express an inner state. Almost everything I create starts with fashion: silhouette, material, details, and cultural codes. I’ve always viewed fashion as an art form, because it carries one of the strongest artistic energies — it lets anyone show who they are or who they want to become, by following codes or breaking them. And in both the physical and the digital world, fashion remains that bridge — a way to make the self visible and recognisable.

On the eve of Milan Design Week, what would you say to someone about to step into YOOX Camerino for the first time, what should they be ready to discover about themselves?

I would say: freedom. Freedom to be yourself — in your thoughts, your choices, your style. Don’t be afraid of self-expression, and allow yourself to show up fully, in your own way. And if fashion helps you do that, let it become your tool — not your limitation.

See it. Feel it. Become it.

Step inside the portal. Reserve your spot now → camerino.yoox.com

YOOX CAMERINO | UNVEILED BY KETA BART

Galleria Romero Paprocki – via Lazzaro Palazzi, 24, Milan
April 21–26 | Milan 2026

RED•EYE WORLD