Valentino has come under fire following the release of an advertisement featuring Artificial Intelligence, drawing criticism from fashion enthusiasts who label the campaign as “tacky” and “lazy.” The Italian luxury fashion house aimed to promote its new DeVain handbag through a collaboration with various artists, but the result has sparked a heated debate within the fashion community.
The advertisement includes a striking video created by the multi-disciplinary artist known as Total Emotional Awareness. The clip depicts a surreal interaction between models seemingly emerging from the designer handbag. At one point, the iconic Valentino logo morphs into human arms, creating an unsettling visual experience. While the brand likely intended to showcase innovation and creativity, the response has been overwhelmingly negative.
Critics have taken to social media to express their discontent. One user remarked, “Call me a hater, but this feels cheap and not on brand.” Another follower echoed the sentiment, stating, “AI does not match luxury and craftsmanship.” A particularly frustrated viewer noted, “Didn’t think the AI slop on my feed would be coming from Valentino.” Such comments reflect a broader concern that AI-generated content fails to align with the values of luxury fashion.
Dr. Rebecca Swift, senior vice president of creative at Getty Images, provided insight into the backlash, explaining that there is a perception that AI content is “less valuable” than that created by humans. She noted, “While people are excited by AI-generated content for personal use, they hold brands to a higher standard, especially expensive brands.” Even the brand’s transparency about its use of AI did not appease many critics.
Concerns Over Efficiency versus Artistry
Anne-Liese Prem, head of cultural insights and trends at creative digital agency Loop, emphasized that the issue lies not solely in the use of AI but in the perception of what the technology represents. “When AI enters the visual identity of a brand, people worry that the brand is choosing efficiency over artistry,” she stated.
Prem acknowledged that Valentino demonstrated the right instinct by being open about its use of AI. However, she suggested that the backlash highlights a deeper cultural tension. “Without a strong emotional idea behind it, generative AI can make luxury feel less human at a moment when people want human presence more than ever,” she added.
The controversy surrounding Valentino’s AI advertisement raises important questions about the direction of luxury branding in an evolving digital landscape. As brands increasingly incorporate technology into their marketing strategies, they must navigate the delicate balance between innovation and maintaining the human touch that consumers expect from high-end fashion. This incident serves as a reminder that the integration of AI into creative fields is still met with skepticism, particularly in industries that pride themselves on artistry and craftsmanship.
