Content & Imagery Disclosure

This disclosure is issued by Primeup LTD, trading as Kemet Cotton (Company No. 13470870, registered in England and Wales), the operator of kemetcotton.com. Our registered address is 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, United Kingdom. It explains how we create, edit, and label the imagery you see on our website, marketing channels, and product feeds, and how we work to make sure what you see is what you will receive.

1. Types of Imagery We Use

We use several categories of imagery across kemetcotton.com. We label them here so you know what to expect from each.

Product photography

The first image on every product detail page is a photograph of the actual product or an accurate color variant of it, taken in a neutral studio environment. Minor retouching for dust, wrinkles, and lighting is applied, but the fabric weave, colour, and proportions reflect what ships to you.

AI-assisted lifestyle and promotional imagery

Some lifestyle, seasonal, blog, category, and promotional images on our homepage, collection pages, story sections, and email campaigns are created or enhanced using generative AI tools, including Google’s Gemini image models. We use AI imagery to compose room scenes, bath settings, and editorial visuals where a full photoshoot is impractical. AI-assisted images are used for illustrative purposes only and are not a substitute for the product detail page photography.

Colour variant previews

Some colour variants are previewed using digitally recoloured versions of a base photograph rather than a separate studio shoot for every colour. The recoloured preview is generated from the same product and is checked against a physical sample before publication, but minor shade variation between your monitor, our preview, and the final fabric is possible.

Stock and editorial imagery

Certain background, editorial, and supporting images on our blog, guides, and category pages are licensed stock photography and are used to illustrate general bathroom, hotel, or hospitality settings. They do not represent specific Kemet Cotton products unless labelled as such.

2. Our Commitment to Accurate Product Representation

• The first (primary) image on every product detail page is real product photography.
• Specifications shown on product detail pages — material, GSM, size, weight, and country of origin — describe the item you will receive.
• We do not use AI or retouching to invent product features, hide defects, or imply certifications we do not hold.
• Where a marketing image is clearly stylised (for example, an AI-generated room scene), it is used for mood and context only and is not intended as a literal product preview.

3. Colour Accuracy

We photograph and process imagery to match the physical product as closely as possible, but colours may display differently depending on your device, browser, screen calibration, and ambient lighting. We cannot guarantee exact colour match between on-screen imagery and the fabric in person. If you are unhappy with a colour on delivery, our 90-day return policy applies.

4. Reviews and User-Generated Content

Customer review photos displayed on our product pages and in promotional material are submitted by verified customers or sourced from social posts where permitted. We do not generate fake reviews. Where review imagery has been upscaled or denoised for display consistency, the content of the image is not otherwise altered.

5. Reporting an Inaccurate Image

If you see an image on kemetcotton.com that you believe misrepresents a product, contains content that should be labelled as AI-generated, or is used without the correct licence, please contact us at support@kemetcotton.com and we will review it promptly.

6. Updates to This Disclosure

We may update this disclosure to reflect changes in the tools we use, the types of imagery we publish, or relevant regulation. When we make a material change, we will update the “Last updated” date at the top of this page.