Fashion Label Fights Back Against Facial Recognition with AI-Confusing Clothes
The rise of facial recognition technology in public spaces is sparking a societal backlash, with 'urban privacy' emerging as a form of resistance. This fashion label, founded by Nicole Scheller and Daniel Preuß, uses innovative designs to confuse AI facial recognition systems, allowing people to move anonymously in public.
The label's clothing features patterns that generate 'ghost faces', making it difficult for AI to recognize real faces. This technology, developed by the design collective Urban Privacy, is embedded in garments to protect personal privacy. The founders aim to counter the increasing use of facial recognition in cities like Schleswig-Holstein, Frankfurt am Main, Berlin, and Saxony.
In addition to their fashion statement, 'urban privacy' has also explored the interaction between humans and machine learning algorithms through dance performances like 'Downfacing Dialogue' and multimedia presentations by 'Flip the Coin'. Despite being a small label with a manageable online collection, they are expanding into stationary retail.
As Federal Minister of the Interior Dobrindt plans a security law to enable nationwide facial recognition, 'urban privacy' continues to grow, presenting their latest collection on September 26, 2025, alongside an art exhibition and a performance. Their innovative approach to privacy protection in the digital age is gaining traction, sparking conversations about the role of technology in public spaces.
