Photographer Jay Chauhan has been awarded the Gold Award in the Commercial & Fashion Photography – Campaign (Generative AI) category at the Best Photography Award UK 2025 Season 1 for his visually compelling and conceptually rich piece, Brass Tones.
Captured in Yokohama, Japan, Brass Tones is a fusion of natural light, reflection, and philosophical inquiry. The afternoon sun illuminated the brass-toned exterior of a reflective building—an ideal canvas for showcasing the dress worn by model Aoi. “It was her first ever photoshoot, yet her elegance and patience made this image possible,” Chauhan shares. “The goal was to let the reflection partially obscure her limbs so the dress would stand alone—almost floating.”
What begins as a striking fashion portrait quickly reveals deeper layers. The viewer is invited to question the line between reality and virtuality. “At first, it’s a woman admiring a dress. Then you notice the illusion—a floating dress. And beyond that, a meditation on technology’s role in art,” Chauhan explains.
Chauhan uses the image to raise timely questions: What happens to raw talent in the age of generative AI? Can emotion, experience, and true craftsmanship be replaced? A key detail—the reflection of a parked car—subtly references earlier eras of human-made progress, serving as a reminder of the enduring value of human skill.
“I was inspired by light, colour, and form—but also by the world we live in: human vs computer, real vs artificial,” says Chauhan. “AI may be our latest artistic rival, but that might be what pushes the true artists to rise.”
Full Interview
1. Could you share the background and setting of this award-winning photo?
What I love about this building in Yokohama, Japan is the reflections it gives in the sun. Copper glows from afar, then as you get closer brass tones.
It was mid-afternoon, the timing & lighting were just right as we reached the spot.
I wanted to showcase the model's dress with the reflection hiding her limbs so as to spotlight it.
This was the first time I had worked with this model, Aoi. She has an immaculate sense of elegance and beauty. Despite it being her first ever photoshoot, she was patient, kind and rapidly developed her skills. Without her talent, this opportunity would not have come so I thank her and continue to enjoy working with her.
2. What emotion or message were you hoping to convey through this photograph?
From an initial standpoint, you see a female admiring a dress in a mirror.
When you look deeper, you notice what seems to be a floating dress in the reflection.
Even further, duality; reality vs vituality. In a time where technology is so accessible and advanced, how much control do we still have? Raw talent is more rare than it ever was. AI has its pros and cons but are we willing to sacrifice quality over quantity?
True artists create from knowledge and experience, emotions and inspiration, applying skills they learn or have.
Is technology, like AI, replacing artists?
3. Is there a particular detail in this photo that you especially love?
The parked car being reflected behind the model. It creates a timeline of advancements in technology which used hand craftsmanship, reminding us that human skills remain necessary.
4. Did you have any specific inspiration or artistic concept in mind during the creation?
I was drawn to the colours, light and reflections around this building. When I saw the reflection of the dress, I pictured a factory in the mirrors with a conveyer belt of dresses passing by.
5. What do you hope viewers will feel or reflect upon when they see this photo?
We live in a time of human vs computer. AI is an artists newest competition, a rival that will make the best rise.
Becoming lost in a world of technology so much so that we forget what is real and what actually holds true value is terrifying.
